- document
-
van der Zalm, Anne-Lokke (author)One of the biggest challenges start-ups encounter is establishing themselves within the market. A widely recognized contributing factor to increasing chances of outrunning competition, is the implementation of a branding strategy with the purpose of creating a strong brand identity. Whether investing in developing a brand identity is profitable,...master thesis 2022
- document
-
Haamans, Anouk (author)The municipality of Stockholm is currently working on one of Stockholm’s most extensive and complex urban areas: The Stockholm Royal Seaport (se: Norra Djurgårdsstaden). The area is an example of how a former industrial port area is being transformed into a sustainable urban district. Because of the transformation of the area, the identity of...master thesis 2022
- document
-
Bai, Jingyuan (author)With the trend of work-from-home and flexible working arising from the Covid-19 virus pandemic becoming increasingly popular, personal branding will play a growing role in the workplace. Practitioners in a few industries, such as public relations, have been at the forefront of personal branding and will continue to attract people from other...master thesis 2022
- document
-
de Kruijf, Sita (author)The evolution of brand management leads to an understanding of brands as dynamic, co-created entities that express purpose and identity. With this emerging understanding, the role of employees in building and delivering a brand is increasingly recognised and exploited. Through internal branding efforts, companies can aim to improve the alignment...master thesis 2022
- document
-
Wobben, Lorenzo (author)Outdoor sports, such as surfing, mountaineering and skiing, are historically exclusive. For years, those sports and their communities were dominated by a white athletic male culture and were far from diverse. This homogeneous environment was, and sometimes still is, reflected within the outdoor industry. Thus, for years, outdoor brands,...master thesis 2022
- document
-
Specht, Marie-Theres (author)For an incredibly long time, what exactly happens between the legs of female-sex people has been a great mystery.<br/>It‘s not common to talk about our vulvas and how we feel about them in detailed and specific terms - and yes it‘s vulva and not vagina, the vulva is the entire external genital area, the vagina is merely the internal muscle canal...master thesis 2022
- document
-
den Hartog, Harry (author), González Martínez, Plácido (author)Since early this century, multiple large-scale commercial projects in Shanghai and other Chinese cities incorporate heritage assets for the creation of new identities after de-contextualisation trough demolition of complete city blocks. This tabula rasa approach resulted in a discontinuity of the meaning and use that local communities gave to...journal article 2022
- document
-
Stackmann, Till (author)One of the key business models Gorenje andASKO have researched upon is a service model of circular washing machine under a pay per use (PPU) business model. PPU business models are currently mostly used within shared washing rooms, which is also the segment in which ASKO will enter withtheir first circular washing machines. However, even though...master thesis 2021
- document
-
Janssen, Mara (author)Consumers no longer buy products. They buy brands. The power of a brand lies in what consumers have “learned, felt, seen, and heard about the brand as a result of their experiences through interaction with brand’s touchpoints “(Keller, 2013, p. 69)). The designing of these experiences is called Brand Experience Design.<br/>Brands have become one...master thesis 2021
- document
-
Wieck, Thorben (author)The coffee market is moving towards coffee preparation based on the whole bean in the household sector. Consumers are buying new machines and are looking for higher quality beans. At the same time, more and more appliances are becoming connected to the internet, and consumers are looking for holistic digital solutions. For appliance-oriented...master thesis 2021
- document
-
Zhang, Yang (author)Product appearance can contribute to market success, which has been addressed by many research and practical cases. Visual Novelty, as an important aspect of product appearance, is proved to influence consumer purchase decisions. A brand is also used frequently to assist in making purchase decisions. It might be interesting for product designers...master thesis 2021
- document
-
Sarti, Gabriele (author)The thesis studied the employer branding process as a way to increase start-ups attractiveness for potential employees. Start-ups, unlike larger and more established corporations, face challenges when it comes to recruiting talented personnel. Employer branding concerns the different strategies that a company can employ to increase the employer...master thesis 2021
- document
-
de Wilde, Chris (author)This report describes the process of designing a ventilation concept for the renovation industry. The project is in collaboration with Breman Schoorsteentechniek, an installation company located in the Netherlands. The initial brief was kept vague on purpose and described a project in which I was to find a way for Breman, to make their products...master thesis 2021
- document
-
Hompes, Jerome (author)Orange Branding is a Dutch Brand Strategy and Design agency based in Amsterdam and operating in China (Shanghai, Guangzhou, and Shenzhen) since 2005. They have clients of various sizes in various industries, but in this project, we focused on companies interested in Cross-border e-commerce. When these businesses want to operate abroad, they will...master thesis 2021
- document
-
van Mens, Rens (author)Building a relationship between brands and people is a concept that has been around for a while. It is a way for marketers to raise brand equity and favourably increase customer engagement, brand differentiation and customer loyalty. However, the way customers interact with brands and how brands themselves Crete value is changing. Digital...master thesis 2021
- document
-
Ma, W. (author)Chinese cities have experienced unprecedented economic growth and urban population expansion in the last four decades. However, a variety of social and environmental problems is associated with urbanization. Cities try to grapple with these challenges but simultaneously find themselves locked in an intense competition with other cities. City...doctoral thesis 2021
- document
-
Beeris, Casper (author)Nacra is a catamaran builder focused on racing catamarans. Nacra wants to broader its target market. The design goal is to develop a solution that makes Nacra’s recreational catamarans accessible but look and feel high-performance. The project results in a more accessible catamaran for novice sailors and sailors without prior<br/>experience on a...master thesis 2021
- document
-
Wawro, Michalina (author)In the 20th century, the notion of logistics migrated from the military sphere to trade, from Europe to the Americas. This shift in the theory of transport, accompanied by developments in transport and communication technologies, has revolutionized the way we buy, leading to the digitalization and "logisticalization" of trade. E-commerce is...master thesis 2021
- document
-
Ma, W. (author), de Jong, W.M. (author), Hoppe, T. (author), de Bruijne, M.L.C. (author)City promotion, city marketing and city branding are all frequently mentioned and examined in the literature on urban governance. Based on the goals and characteristics of different city branding strategies, this study identifies a growing level of sophistication from city promotion via city marketing to city branding and proposes that the...journal article 2021
- document
-
Beverland, Michael (author), Cankurtaran, P. (author), Loussaïef, Leila (author)The sharing economy represents a market-driven response to the perceived inefficient resource use arising from materialism, and as such, offers the possibility of a more environmentally sustainable form of consumption. However, the sustainability benefits attributed to the sharing economy remain contentious and fraught with paradox. Drawing...journal article 2021