Essays about: "Melissa Calisir"

Found 1 essay containing the words Melissa Calisir.

  1. 1. Rebranding a century-old brand

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

    Author : Melissa Calisir; Anni Lehtinen; Frida Östberg; [2017]
    Keywords : branding; rebranding; brand communication; brand image; brand identity; heritage; märkesprofilering; varumärkes rekonstruktion; varumärkeskommunikation; varumärkesimage; varumärkes identitet; arv;

    Abstract : As customer segments age and technologies advance, many brands realize that they have to do something in order to survive and appeal to younger consumers. Oscar Jacobson, a brand that has existed since 1903, had experienced decreasing sales due to an aging customer base. A rebranding process was started when ownership of the company was shifted. READ MORE