Essays about: "Anders Palmqvist"

Found 1 essay containing the words Anders Palmqvist.

  1. 1. Against all odds - a narrative approach towards underdog brands

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Anders Palmqvist; [2018]
    Keywords : Underdog; Brand positioning; Semiotics; Narrative communication; Social Sciences;

    Abstract : Against all odds – a narrative approach towards underdog brands. This study aims to develop a narrative understanding of how an underdog position is achieved, by investigating underdog brand narrative construction from two cases: Oatlyand Tesla. READ MORE