GR Semicolon EN

Show simple item record

dc.contributor.author
Chatzigavriil, Styliani
en
dc.date.accessioned
2017-05-31T06:47:22Z
dc.date.available
2017-07-19T00:00:44Z
dc.date.issued
2017-05-31
dc.identifier.uri
https://repository.ihu.edu.gr//xmlui/handle/11544/15922
dc.rights
Default License
dc.subject
Branding
en
dc.subject
Business
en
dc.subject
Success
en
dc.subject
Parameters
en
dc.subject
Fast moving consumer goods
en
dc.title
Exploring the parameters that define brand success in the Fast-Moving Con-sumer Goods (FMCG): A case study for a Greek food start-up business.
en
heal.type
masterThesis
en_US
heal.secondaryTitle
A case study for a Greek food start-up business
en
heal.classification
Branding
en
heal.keywordURI.LCSH
Branding (Marketing)
heal.keywordURI.LCSH
Brand loyalty
heal.keywordURI.LCSH
New business enterprises--Management
heal.keywordURI.LCSH
New products--Planning
heal.keywordURI.LCSH
Food industry
heal.keywordURI.LCSH
Food industry and trade--Management
heal.keywordURI.LCSH
Food industry and trade--Health aspects
heal.keywordURI.LCSH
Product design
heal.language
en
en_US
heal.access
free
en_US
heal.license
http://creativecommons.org/licenses/by-nc/4.0
en_US
heal.recordProvider
School of Economics, Business Administration and Legal Studies, MSc in Strategic Product Design
en_US
heal.publicationDate
2017-05-30
heal.abstract
This paper explores the parameters that define brand success for a FMCG product in the Greek market. At first, it reviews the literature for aspects of branding a new busi-ness should be aware of, attitudes towards healthy foods and other parameters (brand heritage, health claims and packaging design) that can affect the success of a product. Following, a mixed approach method is used in order to gather quantitative and quali-tative data: a) an online survey and b) interviews with producers (5) and brand special-ists (2). In the end, the paper attempts to exploit the findings of the research and de-sign a sample case study for a start-up business in the sectors of organic herbs and natural food supplements, which can serve as an informed guidance to people in-volved in the field of food branding.
en
heal.advisorName
Tsivrikos, Dimitrios
en
heal.committeeMemberName
Tsivrikos, Dimitrios
en
heal.committeeMemberName
Gotsi, Manto
en
heal.committeeMemberName
Polalis, Ioannis
en
heal.academicPublisher
IHU
en
heal.academicPublisherID
ihu
en_US
heal.numberOfPages
45
en_US
heal.spatialCoverage
Greece
en


This item appears in the following Collection(s)

Show simple item record