Essays about: "Brand community"

Showing result 11 - 15 of 152 essays containing the words Brand community.

1. 11. ESG Scores as Social Ethicality Motivators

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Annika Ebert; Isabella Larsson; [2023]
   Keywords : ESG Responsiveness; Russia-Ukraine War; Divestment Strategy; Brand Management; MNCs; Business and Economics;

   Abstract : Relating to the ongoing discussion surrounding criticism and support for ESG scores, the purpose of this paper anchors itself in providing comprehensive, empirical evidence regarding the responsiveness of ESG scores to firm actions. The different strategic choices of multinational firms, resulting from political and stakeholder pressure, were to either fully withdraw, suspend or continue operations in Russia in light of the Russia-Ukraine war. READ MORE

3. 12. What is strategic brand management in the gaming industry? A case study of Blizzard Entertainment

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Dimitra Papangeli; Ella Martell; Michaela Sorle; [2023]
   Keywords : Strategic Brand Management; Kapferer’s Brand Identity Prism; Brand; Gaming Industry; Blizzard Entertainment; Online Community; Online Brands; Online Game Brands.; Business and Economics;

   Abstract : Purpose: This study intends to explore how video games companies work with strategic brand management. Methodology: A qualitative literature review and case study of Blizzard Entertainment using Kapferer’s Brand Identity Prism. The data was collected from Blizzard as well as other secondary sources. READ MORE

4. 13. The WOW-effect. A qualitative content analysis of communication strategies used by the Swedish music festival Way out West

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Elin Fredlund; Savannah Gillblad; [2023]
   Keywords : strategic communication; event marketing; sustainability communication; CSR; brand community; symbolic branding strategies; Social Sciences;

   Abstract : I dagens samhälle finns en allt större press på varumärken att stå ut ur mediebruset samt att kommunicera kring hållbarhet och CSR. Detta gör brandingstrategier högst nödvändiga, trots detta är det ännu ett relativt outforskat område inom marknadsföring av evenemang. READ MORE

5. 14. 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

6. 15. Humans as enablers of digital transformation of retailers: The design system SKAPA and its users as capabilities for IKEAs digital transformation

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lauriane Martine Jambu; Nina Lotz; [2023]
   Keywords : digital transformation; retail industry; design system; dynamic capabilities; digital maturity; adoption; human factors; Business and Economics;

   Abstract : This thesis aims to explore how a design system can serve as a resource for digital transformation within the retail industry, by drawing from the dynamic capabilities approach and the digital maturity framework by Pinto et al. (2023). READ MORE