Essays about: "National Brand"

Showing result 1 - 5 of 80 essays containing the words National Brand.

  1. 1. Nomen est Omen: Nation Branding in the Republic of Moldova through the lens of discourse

    University essay from Uppsala universitet/Medier och kommunikation

    Author : Gianina Vulpe; [2022]
    Keywords : Nation branding; national identity; critical discourse analysis; discursive practice; social practice; Moldova;

    Abstract : The Republic of Moldova is a relatively new state in Eastern Europe, formed as an independent country in 1991, after the fall of the Soviet Union. While nation branding efforts in Moldova are still in their infancy, the country’s tensioned historical legacy, divided identity and current discursive struggles make it a valuable, albeit highly unexplored subject for nation branding research. READ MORE

  2. 2. Are IKEA customers potential visitors of Sweden? : Case study of Belgian IKEA customers

    University essay from Högskolan Dalarna/Institutionen för kultur och samhälle

    Author : Gemma Vangeel; [2022]
    Keywords : product-country image; tourism destination image; travel intention; DMO; Sweden; IKEA;

    Abstract : IKEA is a brand that is known around the world and because it features many markers in their products, operations, and marketing that showcase its country of origin, Sweden has gained worldwide recognition simultaneously. The tourism industry could benefit from this positive image that Sweden has gained through IKEA’s popularity, by marketing themselves among the brand’s consumers using that positive image. READ MORE

  3. 3. “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

  4. 4. The Nationalist Beauty Ideal

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Elin Fransson; Asta Nordlund; [2021]
    Keywords : Regional Identity; National Identity; Banal Nationalism; Critical Discourse Analysis; Marketing Communication; Cultural Heritage; Corporate Visual Identity System; Country of Origin; Scandinavia; Scandinavian Beauty; Business and Economics;

    Abstract : Purpose: The purpose of this study is to explore how drawing upon nationalism and regionalism in the marketing of brands may lead to unintended consequences in greater society. This purpose has been reached by studying the Nationalist and Scandinavian discourses used in the marketing of eleven Scandinavian beauty brands. READ MORE

  5. 5. The Emergence of Nation Sub-Branding: A Case Study on the Discourses of 'The National Developer of Egypt'

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Amr Ammar; [2021]
    Keywords : Nation branding; sub-branding; social justice; hegemony; Laclau and Mouffe’s Theory of Discourse; Social Sciences;

    Abstract : This thesis explores the emerging strategy of nation sub-branding and critically argues for the domestic implications it has on national identities and the falsely promoted tradition of social justice. The study situates itself within the critical cultural stream of nation branding research, rejecting, however, prior scholarly presumption that a segmented nation brand could mean less marginalization. READ MORE