Essays about: "Brand Heritage"

Showing result 11 - 15 of 76 essays containing the words Brand Heritage.

1. 11. Heritage luxury brands in millennial times

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Zehui Sun; Xiaoyuan Cheng; Tanja Sukaj; [2022]
   Keywords : Brand Heritage; Heritage Brands; Luxury Brands; Millennial; Business and Economics;

   Abstract : This study analyses millennial consumers' perceptions of luxury brands in order to help brand managers better leverage their brand heritage to develop brand strategies that are in line with market needs. A qualitative research design was used in order to understand the millennial cohort's understanding of heritage luxury brands. READ MORE

3. 12. 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

4. 13. How FIFA Scores from an Offside Position: Understanding the longevity of a Disliked Brand.

   University essay from

   Author : Joris Bertholet; Daan Juistenga; [2021]
   Keywords : FIFA; Brand Longevity; Brand Dislike; Customer Valuation; Brand Loyalty; Video Games;

   Abstract : Background: Organizations desire to create and maintain a strong and long-lasting relationship with their consumers. Firms enjoy many benefits through the loyalty of customers, such as lower marketing costs, increased revenue, and much more. READ MORE

5. 14. The Authentic Activist: Examining the antecedents of the perceived authenticity of brand activism

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Jakob Ferenius; Victoria Kotras; [2021]
   Keywords : Authenticity of Brand Activism; Brand Activism; Authenticity; Perception of Authenticity; Antecedents of Authenticity; Judgement of Truth; Marketing Scepticism; Socio-political Issues; Business and Economics;

   Abstract : Purpose: The study aimed to investigate which antecedents affect consumers’ perception of the authenticity of brand activism. Methodology: The study followed a deductive approach. READ MORE

6. 15. From Champagne showers to the back of the grid: A case study of Williams Racing

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Mirza Bander; Yasmine Hartvig; Caoimhe O'Sullivan; [2021]
   Keywords : Brand heritage; Heritage brand; Brand identity; Brand reputation; Formula 1; Brand Management; Sponsorship; Business and Economics;

   Abstract : Williams is a long standing, family owned and operated Formula 1 team. Their track record of success is closely tied to their status as a skilled and independent constructor in a highly competitive and monetized sport. When founder Frank Williams steps aside and his daughter Claire takes over, the team struggles to produce the glory of yesteryear. READ MORE