Essays about: "international branding"

Showing result 11 - 15 of 107 essays containing the words international branding.

  1. 11. The Role of US Foreign Policy, 2013-2022, In the Construction of the Media Image of Sweden

    University essay from Uppsala universitet/Medier och kommunikation

    Author : Joel Åberg; [2022]
    Keywords : Media Framing; Media Image; Nation Branding; US Politics; Foreign Reporting; Quantitative Content Analysis;

    Abstract : Reports of smear campaigns and manipulated narratives about Sweden unfolding online, following a few derogatory comments by US President Donald Trump (2017-21), provided this thesis with three research aims. (1) To investigate the framing of Sweden in some of the most influential US newspapers, (2) to examine the agenda-setting role and influence of the president through US foreign policy, (3) to construct a comprehensive US media image of Sweden. READ MORE

  3. 12. “Are you Danish enough to be in a beer commercial?” : a selective analysis of representation and national branding in Danish beer advertising, 1980-2020

    University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

    Author : Bjarke Røn Knudsen; [2022]
    Keywords : national branding; brand culture; cultural citizenship; alcohol; beer; brand loyalty; cultural capital; cultural representation; alibi marketing; print advertising; qualitative content analysis; brand recognition; media authenticity; brand authenticity; media resistance; brand resistance; involuntary reception; jaded knowing; exoticism; commodification; semiotics; Social Sciences;

    Abstract : When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. READ MORE

  4. 13. The authenticity of Swedish Craft Gin : A multimodal analysis of marketing of Swedish Craft Gin for international audiences

    University essay from Örebro universitet/Institutionen för humaniora, utbildnings- och samhällsvetenskap

    Author : Anton Freij; [2022]
    Keywords : Swedish Craft Gin · Culture · MCDA · Multimodality · Authenticity ·Locality;

    Abstract : This thesis aims to investigate how Swedish Companies can appropriate products that have strong cultural connections towards other nations or cultures and reintroduce them onto an international market in an authentic way, with emphasis on their Swedish locality. To do this, the study used the booming market of Swedish Craft Gin Distilleries. READ MORE

  5. 14. Public Opinion about Sweden during the COVID-19 Pandemic and Implications for its Nation Brand: A Sentiment Analysis

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Verena Rucker; [2022]
    Keywords : Nation Branding; Public Diplomacy; Nation Brand Image Perception; COVID-19 Pandemic; Sweden; Twitter; Sentiment Analysis SA ; Social Sciences;

    Abstract : Public Opinion about Sweden during the COVID-19 Pandemic and Implications for its Nation Brand: A Sentiment Analysis This thesis seeks to expand the understanding of nation brand image perceptions by exploring the opinions of international audiences about Sweden during the COVID-19 pandemic in the form of sentiments. Given the strong link between a country’s handling of the COVID-19 pandemic and its nation brand, crises can have an impact on the perception of a country’s image. READ MORE

  6. 15. Theorizing the stage of the Eurovision Song Contest as political engagement: : Insights from the Eurovision Song Contest– a peace project that evolved into an arena for political propaganda

    University essay from Uppsala universitet/Institutionen för kulturantropologi och etnologi

    Author : Emma Fritze; [2022]
    Keywords : Eurovision Song Contest; imagined communities; political discourse; impression management; nation branding;

    Abstract : Over the last six decades, the Eurovision Song Contest has tried to embody the voice of European unification and international corporation. Previous scholars have depicted Eurovision as something highly influential and beneficial for all participating parties, whether that relates to the opportunity for commercial profit, outspoken Europeanist aspirations, or desired political progress– the song contest is utilized by multiple actors for varying reasons. READ MORE