Essays about: "Felix Ellqvist"

Found 4 essays containing the words Felix Ellqvist.

1. 1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Felix Ellqvist; Niklas Kjellander; [2023]
   Keywords : Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

   Abstract : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. READ MORE

3. 2. Damned if you do, damned if you don't.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Felix Ellqvist; Nicholas-Joel Kisling; Katharina Nadine Junge; [2023]
   Keywords : H M; sustainability; case; brand image; brand reputation; vocal; brand management; strategy; Business and Economics;

   Abstract : “(Un)sustainable fashion: H&M breaks promise.” “H&M sued for greenwashing claims, again.” “H&M under fire!” Helena Holgersson is sitting in her office on the top floor of H&M’s Stockholm Headquarters staring at the headlines flickering on her computer screen. READ MORE

4. 3. Towards the top - But what is the climb like? – A qualitative study on employees perceptions of their career ladders and the forms of normative control that are exerted

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Premton Krasniqi; Felix Ellqvist; Antonia Dembek; [2022]
   Keywords : Career Ladder; Organizational Control; Professional Service Firms; Normative Control; Aspirational Control; Business and Economics;

   Abstract : .... READ MORE

5. 4. The challenges and opportunities of sustaining a brand through repositioning: The Jägermeister Case

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Rebecka Kullenberg; Felix Ellqvist; Nicholas-Joel Kisling; [2022]
   Keywords : Repositioning; corporate brand identity matrix; brand identity; brand image; Jägermeister; Business and Economics;

   Abstract : Purpose: The purpose of this research paper is to examine the challenges of repositioning both in aligning the brand image with the brand identity and in sustaining the brand equity through creating consistency. This research is examined through the case of Jägermeister. Methodology: A qualitative research method was conducted. READ MORE