Essays about: "Brand heritage"
Showing result 1 - 5 of 76 essays containing the words Brand heritage.
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1. Hennessy to Henny: Brand Hijacking
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : This master case study delves into Hennessy's strategic efforts to dissociate itself from associations with the US hip hop community during the 1990s to the early 2000s in order to reclaim control over their brand. Authored by three master's students, the case study teaching notes provides insights of how students can solve the case of Hennessy's branding challenges and learn from the the innovative strategies Hennessy employed to overcome them. READ MORE
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2. Building Personal Brand Heritage
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : The importance of brand history in brand heritage has often been stressed in research. However, it has not been researched how brands can create a brand heritage without making their personal history a focal point of their brand strategy. This paper examines if there is more than one way to conceive brand heritage.. READ MORE
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3. The Race to Success: Navigating the Roadblocks to Formula E's Popularity
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: Formula E, the electric counterpart to Formula 1, has not achieved the same level of popularity among consumers. The purpose of this paper is to understand why Formula E has not been as successful as Formula 1 and the barriers to consumer adoption of Formula E. READ MORE
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4. Turning Consumers into Supporters: Understanding Loyalty Through Football Teams
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: The purpose of this paper is to examine the fans’ perspective of sport team loyalty and the reasons why brand loyalty is extremely high within sports. Methodology: This paper uses a qualitative research method with both primary data and secondary data. READ MORE
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5. The Brand Creation of an International Football Club
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose - The purpose of this paper is to investigate and analyze the brand creation process employed by international football clubs in relation to their brand identity. Methodology - The methodology for this paper utilizes a qualitative research approach with a multiple case study of four different football clubs, in support of a literature review, and with a proposed theoretical brand identity framework applied to the cases. READ MORE