Essays about: "brand symbolic"
Showing result 1 - 5 of 51 essays containing the words brand symbolic.
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1. Full Disclosure: Demystifying craftwork and (re-)enchanting craft consumption
University essay from Göteborgs universitet/Graduate SchoolAbstract : 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
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2. Creation of identity value in video advertising: Performing identity myths of stigmatized groups of society
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : 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
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3. The WOW-effect. A qualitative content analysis of communication strategies used by the Swedish music festival Way out West
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : I dagens samhälle finns en allt större press på varumärken att stå ut ur mediebruset samt att kommunicera kring hållbarhet och CSR. Detta gör brandingstrategier högst nödvändiga, trots detta är det ännu ett relativt outforskat område inom marknadsföring av evenemang. READ MORE
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4. Unwrapping Brand Activism
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : This research used a qualitative approach, more specifically, netnography based on two cases. The two empirical cases on the use of brand activism on packaging that have been selected for this study are: (1) Walmart’s introduction of a ‘Celebration Edition’ Ice Cream for Juneteenth, and (2) Skittle’s introduction of a rainbow- free packaging to support the LGBTQ+ community. READ MORE
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5. Luxury Fashion Brands are Racing to Become Pioneers in The Use of Influencer Marketing: An Exploratory Study on How This Can Be Achieved and The Impacts on Brand Perceptions
University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategiAbstract : As the digital evolution continues to take on the world industry by industry, luxury fashion brands are left with no choice but to adapt to the new means of media consumption. Numerous luxury fashion brands are implementing influencer marketing strategies to communicate their brand's message in novel ways. READ MORE