Essays about: "Brand Archetype"

Found 3 essays containing the words Brand Archetype.

  1. 1. Not All Heros Wear Capes

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Fang Cheng; Hanna Åstrand; [2023]
    Keywords : Keywords: Emotion Creation; Brand Archetype; Myth-telling; System 1; Hero; Ordinary People; Hero’s Journey; Business and Economics;

    Abstract : Purpose: The main purpose of this study is to enhance our understanding of branding communication with mass audiences using ordinary people in myth treatment. Methodology: This qualitative study explores the phenomenon of ordinary people portrayed as heroes in advertisements in an abductive manner. READ MORE

  3. 2. Political Leaders As Archetypal Brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Helena Abrahamsson; Can Üner; Sarah Keppler; [2022]
    Keywords : Keywords: Brand personality; Archetypes; Rhetoric; Political Brand Communication; Brand Core Framework; Social Sciences;

    Abstract : Purpose: The purpose of this paper is to explore political leaders as archetypal brands. Moreover, this study aims to add knowledge to the concept of archetypes in political brand communication. Methodology: This study combines qualitative and quantitative research. READ MORE

  4. 3. Corporate Brand Recovery in the After Wake of a Crisis

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Dajana Pjatakova; Catharina Nilsson; [2019]
    Keywords : brand crisis recovery; post-crisis recovery; corporate brand; crisis management; crisis communications; corporate brand management; Business and Economics;

    Abstract : Aim: The overall aim of this study is to define post-crisis recovery as well as gain a deeper understanding of the strategies that corporate brands use in order to recover from a crisis. Theoretical Perspective: The research takes a strategic brand management perspective in order to define recovery as well as how corporate brands recover from a crisis. READ MORE