Essays about: "Brand Meaning"

Showing result 1 - 5 of 106 essays containing the words Brand Meaning.

  1. 1. Full Disclosure: Demystifying craftwork and (re-)enchanting craft consumption

    University essay from Göteborgs universitet/Graduate School

    Author : Brett Smith; [2023-07-03]
    Keywords : Demystification; Enchantment; Craftwork; Transparency; Music Production; Live Streaming;

    Abstract : This paper elucidates the relationship between demystification and enchantment in craftwork. Compared to mystification, demystification has received little attention in marketing research to understand how brands can foster transparency in a way that captivates and enchants consumers. READ MORE

  3. 2. Creation of identity value in video advertising: Performing identity myths of stigmatized groups of society

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Antonia Pumarino; [2023]
    Keywords : Identity value; identity myth; personification; discourse advertising; social tensions; cultural branding; critical discourse analysis; Social Sciences;

    Abstract : Brands have changed their approach to advertising, instead of offering products, nowadays they offer ways of living and seeing the world. To do so, they own a symbolic language which is embodied in advertising discourse. Brands aim to create more profound relationships with consumers and to concretise it, they have a variety of strategies at hand. READ MORE

  4. 3. Lost in the Weeds : Understanding the Firm's Perspective of Regulations on Marketing Communications in the Canadian Cannabis Industry

    University essay from Linnéuniversitetet/Institutionen för marknadsföring och turismvetenskap (MTS)

    Author : Benjamin Farnworth; Edward Williams; [2023]
    Keywords : External Regulation; Marketing Communication; Institutional Theory; Institutional Pressures; Isomorphic Pressure; Canadian Cannabis Industry;

    Abstract : Background: Marketing communication is the process of communicating with the customer, this is all communicative materials that are produced by the firm in order to influence the consumer. Regulations are all the rules, instructions, memos issued by a market authority that dictate the ways a firm may present their brand. READ MORE

  5. 4. Is the office that important? : An investigation on how companies use their office to attract stakeholders

    University essay from Luleå tekniska universitet/Institutionen för ekonomi, teknik, konst och samhälle

    Author : Madeleine Bille; Niclas Pilwind; [2023]
    Keywords : Signaling theory; design; employer brand; brand credibility;

    Abstract : Today, in a world after COVID-19 the office needs to have a different meaning for employees, the office has to compete with the comfort and flexibility of working from home. Therefore this thesis paper researched the topic of how the interior of an office can be used to signal different things to employees. READ MORE

  6. 5. The Road Towards Service-Integrated Offerings for Product-Centred Manufacturing Firms : A Case Study within Husqvarna

    University essay from KTH/Skolan för industriell teknik och management (ITM)

    Author : Kajsa Ivarsson; Eric Seing; [2023]
    Keywords : ;

    Abstract : In recent years there has been an increase in servitisation amongst manufacturing firms. Change could be inevitable to stay competitive in this fierce innovative environment and is therefore an ongoing topic that needs to be addressed. READ MORE