Essays about: "Advertising and branding"

Showing result 1 - 5 of 55 essays containing the words Advertising and branding.

1. 1. Creation of identity value in video advertising: Performing identity myths of stigmatized groups of society

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Antonia Pumarino; [2023]
   Keywords : Identity value; identity myth; personification; discourse advertising; social tensions; cultural branding; critical discourse analysis; Social Sciences;

   Abstract : 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

3. 2. From cheap to chic: a quantitative study on using comparative transparency as a tool for brand attribute upgrading

   University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

   Author : Adrian Brännstam; Simon Eliasson; [2023]
   Keywords : Brand alliances; Business Transparency; Comparative Advertising; Brand- and Product Quality Perceptions; Brand Attribute Upgrading;

   Abstract : This thesis constitutes the first attempt to investigate the concept of comparative transparency, a novel type of brand alliance, inspired by comparative advertising and enabled by the growing trend of business transparency in the apparel industry. Broadly, the present study is designed to investigate whether a weak brand can capitalize on the positive attributes of a strong brand merely by being presented as having common manufacturers in an online retailing context. READ MORE

4. 3. Leaving Wonderland - An investigation of capitalist visual culture in public spaces through design in relation to female sexuality

   University essay from Göteborgs universitet/HDK-Valand - Högskolan för konst och design

   Author : Gréta Balog; [2023]
   Keywords : capitalism; patriarchy; female sexuality; perfectionism; visual culture; public spaces; feminist design; critical design;

   Abstract : Capitalist visual culture in public spaces have a significant impact on female sexuality by perpetuating unrealistic, sexualizing and objectifying representations of women. Visual media such as advertising, branding, and other forms of corporate messaging are used to promote the ideas and values of capitalism. READ MORE

5. 4. China Influencer E-commerce Livestreaming Marketing Strategy Research

   University essay from Jönköping University/Internationella Handelshögskolan

   Author : Yimeng Ma; [2023]
   Keywords : e-commerce; netnography; influencers; followers; and online community;

   Abstract : The surge of mobile internet and electronic devices has revolutionized consumer interactions and information consumption. Livestreaming emerges as a prevalent advertising method in e-commerce, compensating for the static nature of traditional platforms by providing dynamic buying experiences. READ MORE

6. 5. Evaluating Brand Perception Regarding Sustainability through Digital Marketing

   University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

   Author : Amber Javed; [2022]
   Keywords : digital marketing; social media; sustainability; climate change; online media; marketing campaign; fashion brands; brand management; consumer behaviour; brand loyalty; brand image; carbon footprints;

   Abstract : This study evaluates the effect of sustainable business practices on brand perception. Digital marketing is a vital tool for any business, and sustainability is a significant element in brand management and marketing. READ MORE