Essays about: "branding techniques"
Showing result 1 - 5 of 34 essays containing the words branding techniques.
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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. LYFT - A Feminine Alternative for Snus : An Exploratory Study of Consumer Perceptions of Gendered Brands
University essay from Jönköping University/Internationella HandelshögskolanAbstract : Background:Brand gender is the set of human personality traits associated with masculinity and femininity applicable and relevant to brands. Brand gender perceptions can be affected through a range of different marketing techniques, to attract specific customers, and positively influence their consumer-brand relationships and their brand equity. READ MORE
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3. Managing innovative talents
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Innovation is the means for successful implementation of new ideas in the company to produce materials, processes, outputs, or services which are new to the company. The vision of any innovation driven company is accomplished with a good inflow of innovative talents blessed with the capabilities of thinking out of box and generating new ideas with the entrepreneurial mindset. READ MORE
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4. How Do Craft Beer Brands Negotiate Authenticity Using Retro Branding?
University essay from Göteborgs universitet/Graduate SchoolAbstract : Craft beer brands are booming. However, many craft beer brands employ exceedingly similar retro-evocative techniques to negotiate authenticity with consumers. This article explores how craft beer brands systematically use retro marketing as a tool to negotiate authenticity with customers, through a consumer culture theory (CCT) lens. READ MORE
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5. It´s The Smart City, Stupid! : A critical study of Smart narratives, Attraction Hysteria & the production of Smart Space in the European Green Capital 2020
University essay from Stockholms universitet/Kulturgeografiska institutionenAbstract : In this research, the “Smart City-edifice” of Lisbon has been examined through qualitative field work carried out in the city. The concept of the Smart City- edifice has been designed by the author in an attempt to grasp the ambiguous Smart City ambition as an assemblage of (i) specific techniques incorporated into the urban environment (ii) the modes of governance which these techniques allow for, particularly real time data collection & (iii) issues of city branding, placemaking and urban, Smart regeneration. READ MORE