Essays about: "Brand"

Showing result 1 - 5 of 1205 essays containing the word Brand.

  1. 1. Predicting Visual Fixation on Digital Advertisement using Machine Learning

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Richard Hedlund; [2020]
    Keywords : ;

    Abstract : Despite the fact that ad-tech being a multi-billion dollar industry, the percentage of digital ads which are actually being clicked on is as low as 0.1 % in many cases. The performance of ads which can be clicked on are often measured by click-through rate (CTR), in other words, action based. READ MORE

  3. 2. Brand revitalization in the music industry: a case study approach

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Edoardo Macelloni; Max Beckers; Eva Salmon; [2020]
    Keywords : Brand Revitalization; Retro-Branding; Brand Awareness; Music Industry; Nostalgia; Disruption; Iconic bands; Ageing; Business and Economics;

    Abstract : Purpose: The purpose of this research is to analyze how iconic brands in the music industry revitalize themselves in order to increase sales by making the brand active again. Research questions: a) Why do brands have need for brand revitalization? b) What are revitalization strategies that help these ‘ageing’ music brands renew their image and positioning in the present and future? c) How has digital disruption affected the music industry? How has this affected ‘ageing’ music brands? Design/methodology/approach: This paper will use an inductive approach, using secondary data and literature in order to create a qualitative research study. READ MORE

  4. 3. Nike’s Dream Crazy campaign and how it influenced views and opinions towards the brand

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Oskar Brandberg; Mathias Myrefelt Norlinger; Kevin Ngo; [2020]
    Keywords : Nike; Swedish consumer behaviour; Political Consumerism; Kaepernick; Political stance; Business and Economics;

    Abstract : Purpose: In 2018 Nike launched an advertisement campaign called “Dream Crazy” that provoked controversial reactions in social media and large coverage in the media. This qualitative study aims to find out what Swedish students aged 19-24 think of specifically the political aspect of that campaign, and how much it matters and influences their decision making when choosing products. READ MORE

  5. 4. The clash between Ikea's brand identity, ideologies and employees' values

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Karolina Kubiak; Sam Ouda; Sara Samuelsson; [2020]
    Keywords : Business and Economics;

    Abstract : In May 2019, Ikea group in Poland posted an article in the intranet regarding LGBT-movement, encouraging the employees to support the LGBT+ community by participating in the celebration the company was about to host. A religious employee, with the pseudonym Tomasz K., chose to show his disapproval by posting a comment to the article. READ MORE

  6. 5. Changing brand perceptions: Nespresso’s efforts to be perceived as a sustainable coffee brand

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Florian Felder; Hanna Nyremo; Linda Strålman; Anna Widerberg; [2020]
    Keywords : Brand perception; brand image; brand vision; communication; cognitive psychology; sustainability; Nespresso.; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to analyse the misalignment between brand vision and brand image. Particular emphasis is placed upon the role of customers’ perceptions when it comes to shaping the brand image. READ MORE