Essays about: "Branding in media"

Showing result 21 - 25 of 205 essays containing the words Branding in media.

  1. 21. “Are you Danish enough to be in a beer commercial?” : a selective analysis of representation and national branding in Danish beer advertising, 1980-2020

    University essay from Lunds universitet/Medie- och kommunikationsvetenskap; Lunds universitet/Institutionen för kommunikation och medier

    Author : Bjarke Røn Knudsen; [2022]
    Keywords : national branding; brand culture; cultural citizenship; alcohol; beer; brand loyalty; cultural capital; cultural representation; alibi marketing; print advertising; qualitative content analysis; brand recognition; media authenticity; brand authenticity; media resistance; brand resistance; involuntary reception; jaded knowing; exoticism; commodification; semiotics; Social Sciences;

    Abstract : When brands like Carlsberg or Royal draw upon the national brand of Denmark, they not only run the risk of reception resistance, but also of challenges to their claims of cultural legitimacy from the same consumer public they hope to entice, be it domestic or international. Through qualitative content analysis of a sample comprising mainly of print media collected from domestic sources, the author investigated the representation of and references to Danish cultural citizenship and national branding in a representative selection of beer advertisements from the Carlsberg and Royal Unibrew corporations, dating from 1980-2020. READ MORE

  3. 22. Luxury fashion and nostalgia : A study from a marketing perspective

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Malin Tasapuro; Pontus Johansson; [2022]
    Keywords : luxury fashion; branding; nostalgia; marketing; symbolic meaning;

    Abstract : Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. READ MORE

  4. 23. Co-branded partnerships with human brands. : A qualitative study to understand managerial efforts of said phenomenon.

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Miriam Latifa Janet Balegh; Elin Magnusson; [2022]
    Keywords : Influencers. Human brand. Brand development. Marketing. Social media. Co-branding.;

    Abstract : Background: Partnerships between brands and social media influencers are becoming more and more common. This co-branding effort presents many benefits for both parties, thus making it a win-win situation. READ MORE

  5. 24. Can celebrity endorser characteristics impact brand loyalty? : An explanatory study on celebrity endorsers’ characteristics with brand loyalty

    University essay from Linnéuniversitetet/Institutionen för marknadsföring (MF)

    Author : Ratchaneekorn Dewar; Khaliun Davaakhuu; [2022]
    Keywords : Celebrity endorsers’ characteristics; the trustworthiness of celebrity endorsers; the attractiveness of celebrity endorsers; the expertise of celebrity endorsers; brand loyalty.;

    Abstract : Background: Nowadays, companies globally utilise various branding strategies to win and build strong brand loyalty. One of the marketing strategies tools that companies utilise since the 21st century is celebrity endorsement. READ MORE

  6. 25. Projected experiences of a Hallmark Sport Event on social media and its contributions to Destination Image : Case study of visitors’ projections on Instagram while attending Svenska Skidspelen 2022 in Falun, Sweden

    University essay from Högskolan Dalarna/Institutionen för kultur och samhälle

    Author : Kristina Hansson; [2022]
    Keywords : Sport tourism; hallmark sport event; destination branding; destination image formation; social media;

    Abstract : Sport events are known to be strategically utilized to ‘sell’ the identity of its host destination. This since projections of and from the sport event can indirectly reflect elements symbolizing the destination, generating an image transfer process. READ MORE