Essays about: "Brand Rhetoric."

Showing result 1 - 5 of 11 essays containing the words Brand Rhetoric..

1. 1. 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

3. 2. Sustainability Propaganda – The Oatly case : A qualitative content analysis of Oatly's external communication.

   University essay from Linnéuniversitetet/Institutionen för medier och journalistik (MJ)

   Author : Maja Lundgren; [2022]
   Keywords : Propaganda; brand activism; persuasion; rhetoric; strategic communication; Oatly; Propaganda; varumärkesaktivism; övertalning; retorik; strategisk kommunikation; Oatly;

   Abstract : The brands' commitment to sustainability is being developed into an established market strategy, which means that the concept of brand activism is becoming increasingly common. Due to this development, the external communication that these brands drive also tends to adopt a more convincing and coercive approach in order to influence the consumers. READ MORE

4. 3. 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

5. 4. How weird elements in brand communication can strengthen brand intimacy.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Yingting Zhang; Francesco Carlino; Undine Himmelsbach; [2021]
   Keywords : Brand Communication; Advertisement; Brand Identity; Brand Personality; Elements of Weirdness; Elements of Surprise; Brand Rejuvenation; Brand Positioning; Brand Intimacy; Brand Rhetoric.; Business and Economics;

   Abstract : Abstract Purpose: The purpose of this paper is to explore “weird elements” as part of brand communication in relation to brand intimacy. To define the purpose more precisely, this paper will focus on four specific research questions with reference to the selected case examples: 1. Which message is conveyed? 2. READ MORE

6. 5. Kommunikation av det kommunala hållbarhetsarbetet : en fallstudie av Växjö kommun

   University essay from SLU/Dept. of Economics

   Author : Axel Frejd; Isabella Viman; [2018]
   Keywords : miljöarbete; grön marknadsföring; kommunal verksamhet; kommunikation;

   Abstract : To promote sustainable development is a vital aspect of ensuring a safe and enduring future for our world. In efforts to increase the global commitment he UN has set 17 goals for the sustainability work of its member states. In the Swedish public sector these goals have been incorporated at different levels of control. READ MORE