Essays about: "Brand Heritage"

Showing result 1 - 5 of 69 essays containing the words Brand Heritage.

  1. 1. Keeping Up With The Heritage : An exploration of consumers emotional connections to heritage luxury fashion brands on Instagram

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Nathana Kauffmann; Fiona Byrne; Edith Andersson; [2022]
    Keywords : Brand Love; Brand Heritage; Luxury Fashion; Emerging Consumers; Visual Methods;

    Abstract : Purpose The aim of this master’s thesis is to gain in-depth insight into the emotional connections of consumers to the brand heritage of luxury fashion brands. Another aim of the paper is to investigate how brand love is enriched by the communication of brand heritage dimensions on Instagram. READ MORE

  2. 2. Luxury fashion and nostalgia : A study from a marketing perspective

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Malin Tasapuro; Pontus Johansson; [2022]
    Keywords : luxury fashion; branding; nostalgia; marketing; symbolic meaning;

    Abstract : Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. READ MORE

  3. 3. The New Life Across IJ--Shaping an Innovative Community Model in Amsterdam Noord- IJ Plein in 2050

    University essay from KTH/Arkitektur

    Author : Qiwei Sun; [2022]
    Keywords : Urban Regeneration; Student Housing; Social-cultural Development; Innovative Community Design;

    Abstract : After Brexit, the city of Amsterdam has been boosting its attractive power for people around the world, becoming a major international centre in Europe and one of the most interesting social-cultural and innovation hubs of the globe. While the city grows, it pursues ambitious objectives related to sustainable development, social inclusion, housing shortage and heritage protection. READ MORE

  4. 4. SBM Paper: The House of Gucci in 2022

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Jessica van Zeijderveld; Siannie Quartero; Iris Martine Theresia Arts; [2022]
    Keywords : SBM paper; case study; Gucci; Social Sciences;

    Abstract : “You smell that? Smell that. This is legacy.” - Aldo Gucci [Al Pacino, The House of Gucci] Recently, the movie ‘House of Gucci’ was released revolving around the dark twists and turns that the brand Gucci went through internally. Including the rise and fall of the Gucci dynasty, from betrayal to murder. READ MORE

  5. 5. The struggle of staying young: How heritage brands can utilize cobranding as a way to rejuvenate.

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Veronika Lindner; Lovisa Idberg; Oskar Hoff; Guillaume Decombe; [2021]
    Keywords : Brand Heritage; Heritage Brands; Rejuvenation; Co-branding; Brand Stewardship; Novelty Brands; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to investigate how co-branding can be utilized by heritage brands to rejuvenate. The aim is to develop the current understanding of how heritage brands engage in co-branding and the motives for rejuvenating the brand. READ MORE