Essays about: "brand identity prism"

Showing result 1 - 5 of 13 essays containing the words brand identity prism.

1. 1. What is strategic brand management in the gaming industry? A case study of Blizzard Entertainment

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Dimitra Papangeli; Ella Martell; Michaela Sorle; [2023]
   Keywords : Strategic Brand Management; Kapferer’s Brand Identity Prism; Brand; Gaming Industry; Blizzard Entertainment; Online Community; Online Brands; Online Game Brands.; Business and Economics;

   Abstract : Purpose: This study intends to explore how video games companies work with strategic brand management. Methodology: A qualitative literature review and case study of Blizzard Entertainment using Kapferer’s Brand Identity Prism. The data was collected from Blizzard as well as other secondary sources. READ MORE

3. 2. How Can Scents Influence the Way Customers Perceive Hotel Brands? Analysis on the Importance of Scents as part of Branding in the Hotel Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Andrea Navarrete Lindez; Laia Martinez Miracle; Marine Hakobyan; [2021]
   Keywords : Scent marketing; hotels; sensory marketing; scent branding; brand image; brand loyalty; brand recall; brand associations and experiences; brand identity; brand identity prism; Santhiya Koh Yao Yai Resort Spa hotel; W Barcelona hotel; Sun Palace hotel.; Business and Economics;

   Abstract : Scent marketing has long been here; discussed in various literature and used by many brands all over the world. Yet, there is not sufficient research done on how scents affect customer perceptions of brands in the hotel industry. READ MORE

4. 3. The use of branding Strategies within Swedish Craft Brewing

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Charlie Magnusson; Emelie Carlsson Apelqvist; Theodor Göthberg; [2020]
   Keywords : Brand Strategy; Craft Breweries; Brand Identity Prism; Keller’s Brand Equity Model; Sweden.;

   Abstract : Branding strategies is an important theme in business research. The purpose of the study was to explore how the growing industry of craft brewing are using branding strategies in order to strengthen their brand. The study was based on the theory of Kapferer’s brand identity prism and Keller’s Brand Equity model. READ MORE

5. 4. Got no milk? Exploring consumer involvement and brand identity of the non-dairy brands Oatly and Alpro

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Rebin Naderi; William O’Riordan; Emelie Pine; Catalina Constantin; [2019]
   Keywords : Consumer Involvement; Brand Identity Prism; Oatly; Alpro; Business and Economics;

   Abstract : Purpose: The purpose of this study is to examine consumer involvement with brands in the non-dairy product category and to identify the notable facets of the brands identity in this low-involvement product category. Methodology: Literature review, two case studies (Oatly and Alpro), four semi-structured interviews. READ MORE

6. 5. The Threats of Brand Rejuvenation: The Land Rover Defender Case

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Tiziano Filippini; Mihail Aittokallio; Emilia Marzouk; [2019]
   Keywords : Brand Rejuvenation; Brand Identity; Brand Kernel; Land Rover Defender; Business and Economics;

   Abstract : Introduction: Brand rejuvenation stands for bringing brand up-to-date. Any brand might face at some point an aging issue. One way to handle this issue is to perform brand rejuvenation. However, the process of brand rejuvenation is not a simple process for the company. READ MORE