Essays about: "Brand Position"

Showing result 1 - 5 of 164 essays containing the words Brand Position.

  1. 1. Cold War In The Ice Cream Industry

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Geny Pitaloka Hayyu; Lina Radilovic; Lilla Virag Erdelyi; [2024]
    Keywords : Fighter Brand; Challenger Brand; Emerging Market; Corporate Brand Structure; Brand Competition; Business and Economics;

    Abstract : Market leader Unilever Wall’s has been enjoying its position unchallenged for years in Indonesia, until the Chinese contender Aice joined the competition in 2015 followed by Joyday. The two challenger brands sell extremely low-priced products, gaining market share from Unilever at a fast pace. READ MORE

  3. 2. How to Make a Narrative Fly?

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Kevin Fritz; [2023]
    Keywords : Brand legitimacy; discursive theory; lexical choices; semiotic resources; narrative; multimodal critical discourse analysis; SAS; storytelling; strategic communication; digital media; Social Sciences;

    Abstract : The airline industry has been heavily affected by crises that have occurred in the last years. By using the theory of brand legitimacy and storytelling, a multimodal critical discourse analysis was conducted. 2020 is a year by many seen as a paradigm shift, due to the Covid-19 pandemic. READ MORE

  4. 3. Stitching to social impact : Insights into role of tier one suppliers in social sustainability road – view from brand’s eye in developing countries

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

    Author : Jannatul Rayhana; [2023]
    Keywords : Social sustainability; fashion apparel brands; Tier one supplier; supplier’s roles in social sustainability; developing countries.;

    Abstract : Fashion apparel industry has been connected to detrimental social consequences, particularly in developing countries. In this case, tier one suppliers are in a unique position to play a critical role in addressing these concerns because they are the key in between brand and rest tiers and can apply sustainable practices that promote ethical/responsible production as tire one suppliers are conduction their production operation with the help of a huge human force. READ MORE

  5. 4. The Underdog Brand Position

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Diogo de Lima; Darragh Moorhouse; Can Üner; [2023]
    Keywords : Underdog; Underdog Brand; Underdog Brand Positioning; Brand Positioning; Brand Strategy; Branding; Rhetoric; Brand Identity; Brand Image; Communication; Top Dog; Business and Economics;

    Abstract : Title: The Underdog Brand Position Date of Seminar: 31-05-2023 Course: BUSN39 Degree Project in Global Marketing Authors: Diogo de Lima, Darragh Moorhouse & Can Üner Advisor: Mats Urde Key words: Underdog, Underdog Positioning, Branding, Rhetoric, Identity, Communication, Image, Top Dog. Purpose: The purpose of this paper is to explore the Underdog Brand Position (and its link to Rhetoric) to understand What is an Underdog Brand Position, How are Underdog Brand Positions Used and Why and When is an Underdog Brand Position a viable strategy. READ MORE

  6. 5. Leveraging a Brand's Position on Opposition: An Exploratory Study of Mr Charlie's Communication to Position Itself in the Fast-Food Market

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Alice Ekeroth; [2023]
    Keywords : corporate branding; brand positioning; brand activism; anti-brand activism; brand communication; Social Sciences;

    Abstract : Brand activism has emerged as a prevalent phenomenon where brands engage in socio-political issues to differentiate themselves and build stakeholder resonance. Despite its growing prominence, research on brand activism is limited, particularly in relation to brand positioning. READ MORE