Essays about: "Challenger Brands"

Found 5 essays containing the words Challenger Brands.

1. 1. Cold War In The Ice Cream Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Geny Pitaloka Hayyu; Lina Radilovic; Lilla Virag Erdelyi; [2024]
   Keywords : Fighter Brand; Challenger Brand; Emerging Market; Corporate Brand Structure; Brand Competition; Business and Economics;

   Abstract : Market leader Unilever Wall’s has been enjoying its position unchallenged for years in Indonesia, until the Chinese contender Aice joined the competition in 2015 followed by Joyday. The two challenger brands sell extremely low-priced products, gaining market share from Unilever at a fast pace. READ MORE

3. 2. How to Become a Successful Challenger Brand

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Moboluwarin Owoturo; Lefan Zhuang; Geny Pitaloka Hayyu; [2023]
   Keywords : Copycat Brand; Leader Brand; Challenger Brand; Imitation; Business and Economics;

   Abstract : The purpose of this paper is to find the critical success factors of becoming a successful Challenger Brand. This paper aims to analyse the strategies and factors that contribute to the success and failures of these challenger brands. READ MORE

4. 3. ALL BARK NO BITE? An explorative case study of BrewDog's Corporate Political Advocacy campaign

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Olivia Dinér; Alice Sävman; [2023]
   Keywords : Corporate Political Advocacy; Authenticity; Woke-washing; Entrepreneurial Leadership; CEO Activism; Challenger Brand; BrewDog; Social Sciences;

   Abstract : In times of political divisiveness, Corporate Political Advocacy (CPA) has emerged as a commonly used communication strategy whereby brands voice support for socio-political issues. Despite its increasing prominence, research of CPA in the field of strategic communication is scarce. READ MORE

5. 4. Real or Fake? The Thin Line Between Consumers’ Perceived Brand Authenticity and Scepticism

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sabrina Lungwitz; Maja Sjöstrand; [2022]
   Keywords : Socio-Political Activism; Brand Activism; Brand Authenticity; Brand Scepticism; Incumbent Brands; Challenger Brands; Cosmetics Industry; Business and Economics;

   Abstract : Thesis Purpose: The aim of this study is to gain a nuanced understanding of consumers’ perceived authenticity of incumbent and challenger brands in the cosmetics industry. To examine the phenomenon, four brands from two different sectors within the cosmetics industry are investigated. READ MORE

6. 5. The pirate and the navy: Challenger brands and their utilization of counter-hegemonic ideology in identity communication

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Amy Errmann; Anna-Lena Nilsson; [2013]
   Keywords : challenger branding; brand identity; brand narrative; brand communication; hegemony; counter-hegemony; Business and Economics;

   Abstract : Challenger branding is a phenomenon that is gaining significant exposure in academia. However, most research on this branding approach relates to a practical or technical knowledge interest, ignoring the counter-hegemonic critique that exemplifies challenger branding. READ MORE