Essays about: "Diogo de Lima"

Found 3 essays containing the words Diogo de Lima.

  1. 1. The Underdog Brand Position

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Diogo de Lima; Darragh Moorhouse; Can Üner; [2023]
    Keywords : Underdog; Underdog Brand; Underdog Brand Positioning; Brand Positioning; Brand Strategy; Branding; Rhetoric; Brand Identity; Brand Image; Communication; Top Dog; Business and Economics;

    Abstract : Title: The Underdog Brand Position Date of Seminar: 31-05-2023 Course: BUSN39 Degree Project in Global Marketing Authors: Diogo de Lima, Darragh Moorhouse & Can Üner Advisor: Mats Urde Key words: Underdog, Underdog Positioning, Branding, Rhetoric, Identity, Communication, Image, Top Dog. Purpose: The purpose of this paper is to explore the Underdog Brand Position (and its link to Rhetoric) to understand What is an Underdog Brand Position, How are Underdog Brand Positions Used and Why and When is an Underdog Brand Position a viable strategy. READ MORE

  3. 2. Pepsi’s Number Fever – bottlecaps, mayhem and death

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Diogo de Lima; Greta Ezerskyte; Niklas Kjellander; [2023]
    Keywords : Pepsi; Scandal; Brand Management; Reputation; Case; Marketing; Business and Economics;

    Abstract : This Case Study is about the Pepsi Number Fever incident in the Philippines (1993). A Nationwide disaster that ruined Pepsi's reputation in that country. Riots, Deaths, Bombing, Law suits, everything happened. Pepsi was in a really bad spot and things needed to be fixed. READ MORE

  4. 3. Bridging the gap: An exploration into how NFTs can be used as a tool for brand management

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Diogo de Lima; Anete Katrina Kalnina; Sebastian Franzén; [2022]
    Keywords : NFTs; Brand Loyalty; Brand Awareness; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to explore the usage of NFT’s in branding through the introduction of a framework that explores the correlation between the practical benefits for the NFT user and Brand Awareness or Brand Loyalty for the Brand. Methodology: To fulfill the papers’ purpose we conducted a literature review and a qualitative study exploring four different cases; NBA, J. READ MORE