| 1. |
- Bergvall, Sven, 1976-
(författare)
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Through the Mirror : Perspectives of Brand Heritage
- 2009
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Doktorsavhandling (övrigt vetenskapligt/konstnärligt)abstract
- The role of brands in contemporary society has in a fundamental way shifted the earlier balance of power in terms of consumers’ identity, in a sense creating a society where we are what we consume. This change has not only created enormous values centered around everyday brands, but also made brands into cultural objects interacting in a space earlier exclusive to such high-brow areas such as religion, science and the fine arts. As such, brands have become an integral part of our societies, permeating virtually every space of contemporary life. This new role of brands also creates a need to understand how brands interact with culture. This dissertation is focusing on the brand heritage facet of brands, a construct existing both in consumers, as a kind of historical mashup in the consumer’s mind, and brand management which, at least discourse-wise, finds it to be more of a cultural stereotype. In order to further the understanding of the phenomenon of brand heritage, this dissertation is using the case of Sony Ericsson to explore how both brand managers and consumers are relating to the brand. At Sony Ericsson, the brand managers are very dual to the brand heritage of their parents, on one hand they are clearly trying to distance themselves from the past by ‘inventing’ difference, on the other, they are embedding sub-brands of Sony into the products to enhance their offering. On the consumer side, as the study was conducted in Sweden, it is quite apparent that the heritage of Ericsson still looms over the new brand, unable to break lose from its symbolic universe. While this is by no means inherently bad, it goes to show the difficulties brands have to rapidly shift from one well-established brand identity to another. To elicit information from the consumer respondents photo elicitation was used in order to gain insights into their negotiation of brands deeper than what is usually possible in a ‘normal’ interview setting. One outcome of this study was four principles that brand heritage can be seen as formative of brand heritage, the principle of comfort, the local, authenticity, and identity. They act as beacons both for consumers and brand managers as they create a structure for understanding how brand heritage interacts with culture to enable its use both in the brand and consumer identity creation process.
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| 2. |
- Edquist, Samuel, et al.
(författare)
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Konstitution är ingen mirakelkur
- 1996
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Ingår i: Göteborgs-Posten. - Göteborg : Stampen AB. - 1103-9345. ; :1996-08-09
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- Debattartikel om Bosnien efter Daytonavtalet
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| 3. |
- Filipsson, Daniel, 1975-
(författare)
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In-Between Brands : Exploring the Essence of Brand Portfolio Management
- 2008
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Licentiatavhandling (övrigt vetenskapligt/konstnärligt)abstract
- During the past two decades research has shown that brands are among a company’s most valuable assets. However, in today’s competitive landscape, it is not enough to just create strong brands. The focus lies rather in managing a range of brand lever-age strategies within complex brand portfolios. Moreover, the majority of today’s established brand concepts do not represent the reality of contemporary brand man-agement. Instead, they tend to be based on dichotomies and simplifications. In addi-tion, there is a lack of criticism towards many of the established brand concepts resulting in the reduction of brand management to a number of static categories and stagnated definitions – thereby missing out on the analysis of important intersec-tional issues between the various categories. This book explores the somewhat for-gotten area of intersection, investigating the territory in-between brands.The methods used consist of a literature review covering some of the most influ-ential brand models within the area of brand portfolio and brand leverage as well as an empirical case study including the following seven brands: Adidas, Bang & Oluf-sen, Electrolux, H&M, Microsoft, Peak Performance and W. L. Gore & Associates.The findings show that conventional brand management models and terminology do not fully explain common marketplace strategies and practice. As a result, this research introduces a more realistic viewpoint and dynamic framework that is based on convergence and that allows migration and iteration rather than today’s static approach. The framework, named the brand leverage palette, introduces various nuances between different leverage strategies, both adding clarity and offering guid-ance by explaining different migration movements among today’s brand portfolios.
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| 4. |
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| 5. |
- Orsmark-Pietras, Christina, et al.
(författare)
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Clinical and genomic characterization of patients diagnosed with the provisional entity acute myeloid leukemia with BCR-ABL1, a Swedish population-based study
- 2021
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Ingår i: Genes, Chromosomes and Cancer. - : Wiley-Liss Inc.. - 1045-2257 .- 1098-2264. ; 60:6, s. 426-433
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Tidskriftsartikel (refereegranskat)abstract
- Acute myeloid leukemia (AML) with t(9;22)(q34;q11), also known as AML with BCR-ABL1, is a rare, provisional entity in the WHO 2016 classification and is considered a high-risk disease according to the European LeukemiaNet 2017 risk stratification. We here present a retrospective, population-based study of this disease entity from the Swedish Acute Leukemia Registry. By strict clinical inclusion criteria we aimed to identify genetic markers further distinguishing AML with t(9;22) as a separate entity. Twenty-five patients were identified and next-generation sequencing using a 54-gene panel was performed in 21 cases. Interestingly, no mutations were found in NPM1, FLT3, or DNMT3A, three frequently mutated genes in AML. Instead, RUNX1 was the most commonly mutated gene, with aberrations present in 38% of the cases compared to around 10% in de novo AML. Additional mutations were identified in genes involved in RNA splicing (SRSF2, SF3B1) and chromatin regulation (ASXL1, STAG2, BCOR, BCORL1). Less frequently, mutations were found in IDH2, NRAS, TET2, and TP53. The mutational landscape exhibited a similar pattern as recently described in patients with chronic myeloid leukemia (CML) in myeloid blast crisis (BC). Despite the concomitant presence of BCR-ABL1 and RUNX1 mutations in our cohort, both features of high-risk AML, the RUNX1-mutated cases showed a superior overall survival compared to RUNX1 wildtype cases. Our results suggest that the molecular characteristics of AML with t(9;22)/BCR-ABL1 and CML in myeloid BC are similar and do not support a distinction of the two disease entities based on their underlying molecular alterations.
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| 8. |
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| 9. |
- Uggla, Henrik, et al.
(författare)
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Brand portfolio strategy for luxury partner brands : Strategic guidelines
- 2012
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Ingår i: The IUP Journal of Brand Management. - : I C F A I University Press. - 0972-9097. ; 9:2, s. 18-28
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- This paper initially defines and elaborates the conception of luxury partner brand from theoretical sources in luxury branding, conspicuous consumption, co-branding and semiotics. It is suggested that a luxury partner brand is a self-expressive brand with the highest perceived quality and a super premium price, positioned in brand alliance as a modifier (modified) brand. In addition, it is argued that the luxury partner brand is comparatively more elastic than the luxury master brand. Furthermore, strategic guidelines for management of luxury partner brands intended for management are presented.
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| 10. |
- Uggla, Henrik, et al.
(författare)
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Brand Portfolio Prerogative : Five Challenges and Research Themes Within Brand Portfolio Management
- 2012
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Ingår i: The IUP Journal of Brand Management. - 0972-9097. ; 9:3, s. 7-20
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Tidskriftsartikel (övrigt vetenskapligt/konstnärligt)abstract
- This paper discusses five emergent trends within brand portfolio management. These important trends are presented in the following order and format: reiteration between branded house and house of brands; replacement of brand architecture idealism with dynamic brand portfolio management; brand portfolio pressure; and reintegration of the brand portfolio promise through brand alliances.
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