Essays about: "House of Brands Strategy"

Showing result 1 - 5 of 9 essays containing the words House of Brands Strategy.

  1. 1. Embodying Balenciaga's 'Afterworld' : Immersive and Experiential Transmedia Storytelling in the Attention Economy

    University essay from Malmö universitet/Institutionen för konst, kultur och kommunikation (K3)

    Author : Viktor Wendt; [2022]
    Keywords : Transmedia storytelling; embodied interaction; immersiveness; experiential marketing; fashion branding; sensory marketing; attention economy;

    Abstract : In today’s ‘attention economy’, it seems insufficient to just offer products. Instead, it is crucial to provide the audience with deep, affective emotions and embodied experiences. This seems to be especially true for the fashion and lifestyle sector. READ MORE

  3. 2. Does One Size Fit All? Branding Strategies for Plus-Size Labels in the Fashion Industry

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jella Lynn Hauptmann; Julia Ausserdorfer; [2019]
    Keywords : Plus-Size; Brand Architecture; Brand Strategy; Fashion Branding; Brand Portfolio; Business and Economics;

    Abstract : Purpose: With increasing obesity rates and the change of beauty ideals within society, the plus-size fashion market currently enjoys a massive upturn and many established fashion retailers realise the opportunities within this ever more important segment. However, the integration of plus-size brands can be challenging as being plus-size is still connected to a stigma. READ MORE

  4. 3. Does it really matter? - A look at how branding strategies affect the return after an IPO

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Ebba Friberg; Felix Ekman; Hanna Sjöstrand; [2016]
    Keywords : Initial public offering; Brand portfolio strategy; Product and brand focus; Brand architecture; Underpricing; Business and Economics;

    Abstract : Theoretical perspective: The study is based on previous literature that discusses the main theories of the study; brand architecture, product/brand focus, brand portfolio strategy, underpricing and information asymmetry. Furthermore, it aims to combine the branding and finance theories to advance the understanding of the effects of different branding strategies in IPOs as it is not a common field of research today. READ MORE

  5. 4. The Challenges of brand innovation in different brand portfolio strategies

    University essay from Högskolan i Halmstad/Sektionen för ekonomi och teknik (SET)

    Author : ZAOXUAN XU; [2014]
    Keywords : Brand innovation; Brand portfolio; Brand innovation model; the category of new brand;

    Abstract : In today’s knowledge-based economies, the global competition has become fiercer. In order to respond to competition and gain a competitive advantage or, in some cases, survive, company takes a variety of means to improve its competitiveness. READ MORE

  6. 5. The Relationship Between The Brand Strategy And Business Strategy

    University essay from KTH/Industriell ekonomi och organisation (Avd.)

    Author : Ahmed Karaömer; [2013]
    Keywords : Brand architecture; Porters generic strategies; Market Segmentation;

    Abstract : In this study the relationship between three companies brand strategies and business strategies were investigated based on Aaker’s view on brand architecture. The concept and its strategies are characterized by the driving roles brands possess. READ MORE