Essays about: "Brand community"

Showing result 16 - 20 of 152 essays containing the words Brand community.

1. 16. Nostalgia as a Tool to Revitalize brands: a case study of the Barbie and Super Mario Bros films

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Assal Ali-Babaeian-Nassab; Alexandra Adwani; Tilde Sinnerdal; Rosa Delgadillo Ryberg; [2023]
   Keywords : Nostalgia branding; Brand Revitalization; Brand Extension; Brand Perception; Brand Community; Barbie; Super Mario Bros; Business and Economics;

   Abstract : The purpose of the study is to explore the relationship between nostalgia, brand perception and brand community, aiming to provide insight in effectively revitalizing through brand extension. Further, we aim to assess whether a shift in brand perception is a prerequisite for brand revitalization. READ MORE

3. 17. Turning Consumers into Supporters: Understanding Loyalty Through Football Teams

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Tim Kämpe; Axel Paulsson; Marcus Sjöberg; [2023]
   Keywords : Brand loyalty; Brand community; Brand heritage; Brand identity; Brand internalisation; Sports branding; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to examine the fans’ perspective of sport team loyalty and the reasons why brand loyalty is extremely high within sports. Methodology: This paper uses a qualitative research method with both primary data and secondary data. READ MORE

4. 18. Unwrapping Brand Activism

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Denise Vork; Bruno Dewever; [2023]
   Keywords : Brand Activism; Packaging; Consumer Engagement; Consumer Perceptions; Socio-political Issues; Consumer Resistance; Business and Economics;

   Abstract : This research used a qualitative approach, more specifically, netnography based on two cases. The two empirical cases on the use of brand activism on packaging that have been selected for this study are: (1) Walmart’s introduction of a ‘Celebration Edition’ Ice Cream for Juneteenth, and (2) Skittle’s introduction of a rainbow- free packaging to support the LGBTQ+ community. READ MORE

5. 19. The Brand Creation of an International Football Club

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Alexander Kokko; Johan Otterhed Bolin; Antoni Kaso; [2023]
   Keywords : Brand Creation; Football Club; Club Ownership; Sports Branding; Brand Identity; Corporate Brand Identity Matrix; Business and Economics;

   Abstract : Purpose - The purpose of this paper is to investigate and analyze the brand creation process employed by international football clubs in relation to their brand identity. Methodology - The methodology for this paper utilizes a qualitative research approach with a multiple case study of four different football clubs, in support of a literature review, and with a proposed theoretical brand identity framework applied to the cases. READ MORE

6. 20. Navigating the Unknown: A Study on How the Brand Manager Role Evolves in Response to the Metaverse as a New Branding Context

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lisa Sjöberg; Inga Maslowski; [2023]
   Keywords : Branding; Brand management; Brand manager role; Metaverse; Strategy formation; Experimentation; Co-Creation; Community; Generational shift; Emerging technologies; Social Sciences;

   Abstract : The evolution of the digital landscape through emerging technologies presents brand managers with a new context for managing their brand: the metaverse. This thesis investigates how the role of the brand manager and the related brand management practices evolve in response to this. READ MORE