Essays about: "Brand Heritage"

Showing result 21 - 25 of 76 essays containing the words Brand Heritage.

  1. 21. How Do Craft Beer Brands Negotiate Authenticity Using Retro Branding?

    University essay from Göteborgs universitet/Graduate School

    Author : Rasmus Pihl; Alexander Svensson; [2020-06-23]
    Keywords : Retro branding; craft beer brands; authenticity; enchantment; consumer culture theory CCT ;

    Abstract : Craft beer brands are booming. However, many craft beer brands employ exceedingly similar retro-evocative techniques to negotiate authenticity with consumers. This article explores how craft beer brands systematically use retro marketing as a tool to negotiate authenticity with customers, through a consumer culture theory (CCT) lens. READ MORE

  3. 22. Activating Brand Nostalgia: A case study of Cuba Cola and Igloo

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Rebecca Roos; Rebecka Corell; Zakariae Fouzbi; [2020]
    Keywords : Brand heritage; Retro brands; Nostalgia; Corporate Brand Identity Matrix; 4A:s of Retro Branding; Relaunch; Business and Economics;

    Abstract : Abstract Purpose: The purpose of this study is to understand the strategic choices made to activate nostalgia in the relaunches of Igloo and Cuba Cola. Methodology: Qualitative research based on primary and secondary data. Primary data was created by three interviews. READ MORE

  4. 23. Cultural heritage and branding of family firms in the French wine industry : A case of Burgundian wineries

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Jeanne Duranton; Emilie Theau Laurent Sery; [2020]
    Keywords : Family Businesses; Wine industry; Branding; Brand Identity; Wine; Marketing; Branding;

    Abstract : Background: The wine industry is often linked to family business, due to the tradition of some long-standing family winery. Scholars agree that, the family elements are a factor of success in this industry. A reason for this success can be found in the branding of wineries. READ MORE

  5. 24. Antagonistic Nation Branding Strategies: The Case of North Korea

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Stefan Pelev; Neïla Imène Zaraa; Christina Julia Pretz; [2020]
    Keywords : Nation Branding; Brand Identity; Propaganda; Symbols; North Korea; Business and Economics;

    Abstract : Purpose: This paper aims to uncover the complexity of nation branding strategies, specifically in relation to antagonistic nations using a case study of North Korea. Design/methodology/approach: To provide background context and discuss all relevant theories to this analysis, an extensive literature review has been conducted. READ MORE

  6. 25. Pack your bags: A Mulberry Repositioning case

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Emelie Pine; Mazvita Mawire; Angela Nunana Ahiaveh; [2020]
    Keywords : Brand management; repositioning; luxury brand; heritage brand; Business and Economics;

    Abstract : In 2012, Mulberry, a well-established British fashion brand recognised for its leadership in the affordable luxury category appointed a new CEO. This CEO aspired to reposition the brand to a target a more premium segment. READ MORE