Essays about: "Daniel Castro Jimenez"

Found 2 essays containing the words Daniel Castro Jimenez.

  1. 1. Balenciaga: Is there anything worse than not being talked about?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Francesca Scriboni; Beatrice Lidia Rosa Allievi; Daniel Castro Jimenez; [2023]
    Keywords : Business and Economics;

    Abstract : This is a master case about the latest Balenciaga's scandal regarding the 'Gift Shop' campaign 2022. This case was chosen by the authors as a starting point to investigate how far can and should the communication in the luxury field go. Is attention always positive? And when does it actually hurt the brand?.. READ MORE

  2. 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