Branding in family firms. Case study: Grupo Verlio

dc.contributor	Díaz Moriana, María Vanessa
dc.contributor.author	Heredia, Laura
dc.date	2021
dc.date.accessioned	2022-03-30T10:31:45Z
dc.date.available	2022-03-30T10:31:45Z
dc.date.issued	2022-03-30
dc.identifier.uri	http://hdl.handle.net/11201/158487
dc.description.abstract	[eng] This thesis is based on the study of branding strategy applied to family businesses. The paper is divided into three parts, first some main characteristics of the family business, the brand concept and the branding strategy will be explained. Then, the application of branding in the family business will be exposed. Finally, through interviews with family members and employees of the chosen family business, Grupo Verlio, the branding strategies carried out by this company will be analysed.	ca
dc.format	application/pdf
dc.language.iso	eng	ca
dc.publisher	Universitat de les Illes Balears
dc.rights	all rights reserved
dc.rights	info:eu-repo/semantics/openAccess
dc.subject	338 - Situació econòmica. Política econòmica. Gestió, control i planificació de l'economia. Producció. Serveis. Turisme. Preus	ca
dc.subject.other	Family firms, Branding, Brand, Positioning, Brand elements, Brand identity, Brand image, Recognition, Loyalty, Marketing, Marketing strategies	ca
dc.title	Branding in family firms. Case study: Grupo Verlio	ca
dc.type	info:eu-repo/semantics/bachelorThesis	ca
dc.type	info:eu-repo/semantics/publishedVersion