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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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Bouwers, Douwe (author)In 2011, the world watched in amazement how IBM’s AI named Watson won at Jeopardy!. Right afterwards, IBM decided to use this power to revolutionize the healthcare system. AI doctors would change everyone’s lives. Sadly, Watson did not revolutionize healthcare. It did not prove to be as useful in reality as was anticipated. How could this happen...master thesis 2020
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Meijer, Geeske (author)SINNER - the primary stakeholder in this thesis - is known as a sports eyewear company that focuses on winter sports. With the ambition to gain more brand awareness throughout the Netherlands and eventually worldwide, multiple aspects of the brand have to be made clearer in order to create a stronger brand. Brands need to innovate in order to...master thesis 2020
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Schuurman, Manon (author)Van Gils is, or at least known as, a traditional menswear brand that focuses on formal wear. Due to changes in the fashion industry and an on-going casualization trend, the brand is in need of a change.The developments in the industry consist of, among others, organisations and brands adopting purpose-driven mindsets, dress code changes in...master thesis 2020
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van Maanen, Jeffrey (author)MP Motorsport is a talent educating race team participating in the classes below the Formula 1. The problem with the lower classes and therefore MP Motorsport as well is that these classes don’t get much attention and exposure. As a company run by people with passion the branding and positioning is more something that naturally emerged from this...master thesis 2020
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van de Scheur, Jelmer (author)This thesis proposes a strategy in the form of a design roadmap in order to enhance the E-loyalty (brand loyalty) of the E-commerce company Home Design Shops.The past 10 years internet retail sales have been rapidly growing. The gradual...master thesis 2020
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Moll, Jordy (author)Success doesn’t come by following the beaten track, by following in the footsteps of the great visionaries of the past. No, success comes to those who dare to think differently, who dare to challenge and to do the unexpected. Starting a new brand requires this mindset, because only those who dare to think differently succeed. Back in 2018,...master thesis 2020
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Yin, Chong (author)The Blue Tulip Awards is a year-round innovation awards aiming to find the most innovative innovations in Benelux area. It was previously named as Accenture Innovation Awards for 12 years, which was very famous and well-known among innovation communities. Even if the brand is very famous and successful among innovators, the branding style of...master thesis 2020
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Yang, R. (author)Nowadays, social media plays an increasingly important role in people’s daily lives. Many brands make use of it and send out different information, for instance, sales, event notifications and sometimes even their position on social issues through platforms like Facebook and Instagram. However, the process of developing these manifestations have...master thesis 2020