Essays about: "Brand extension case study"

Showing result 1 - 5 of 27 essays containing the words Brand extension case study.

1. 1. 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. 2. Overstretching the Corporate Brand: How to Guide the Brand Image When Extending the Brand?

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Nikolai Kozhevnikov; Sofia Rosin; Daniel Castro Jimenez; [2022]
   Keywords : Brand Extension Strategy; Brand Overstretching; Brand Portfolio Management; Brand Authenticity; Brand Image; Business and Economics;

   Abstract : Purpose: This paper aims to research how large corporations with diverse brand portfolios navigate their brand image and how they can avoid the brand overstretching issue. Design/methodology/approach: The methodology of this study implied qualitative case study analysis of three international brands imposed to the risk of brand overstretching, supported by the customer survey, as well as proposed theoretical framework based on the literature review secondary data. READ MORE

4. 3. Co-creation of Brand Value In Startups

   University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

   Author : Sabbir Hasan Noor; Sara Sari; [2021]
   Keywords : co-creation; startups; brand value; brand image; social networking;

   Abstract : Startups face a wide range of opportunities and challenges when it comes to building their brand value and by extension brand image, due to possessing both limited financial and human resources. Hence, developing a distinct and enduring brand is a critical competitive imperative for them. READ MORE

5. 4. How Employer Branding is Affected by Country-of-Origin : And its effect on Employee Retention of Generation Z

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Philip Kaburek; Alex Wahlberg; Andreas Kilit; [2021]
   Keywords : Employer Branding; Country of Origin Effect; Employee Retention; Generation Z; Development Opportunities; Environmental Social Governance; Consumer Branding;

   Abstract : Employer branding is becoming increasingly important, but the literature on the subject lacks vital elements. First, Country of Origin (COO) has been shown to affect employer branding, but this process is very poorly understood. READ MORE

6. 5. Fill up the bottle with iconic liquid: a qualitative research conceptualising iconic packaging

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Linnea Svensson; Amanda Nordlander; Emilia Eckerholm; Isabell Schönström; [2021]
   Keywords : Cultural branding; iconic brands; packaging design; brand equity; brand identity.; Business and Economics;

   Abstract : Purpose: The purpose of this study is to investigate how a brand’s packaging design becomes iconic through entering pop culture/art. Design/methodology/approach: This paper is of qualitative nature, based on a traditional literature review along with multiple case-study research. READ MORE