Essays about: "Signature stories"

Found 3 essays containing the words Signature stories.

1. 1. A Storytelling and Brand Identity Connection

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Erik Andrén; Therese Hermelin; [2022]
   Keywords : Corporate Brand Management; Corporate Brand Identity; Storytelling; Connection; Scandinavian Airlines; Bona; Volvo Cars; Business and Economics;

   Abstract : Title: A Storytelling and Brand Identity Connection - A multiple case study on companies communicating through storytelling and how it can connect to their brand identity. Date of Seminar: June 2, 2022. Course: BUSN39, Degree Project in Global Marketing. Authors: Erik Andrén and Therese Hermelin. READ MORE

3. 2. Business-to-signature-story-to-Business

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Erik Andrén; Therese Hermelin; Akankshya Mishra; [2021]
   Keywords : Explore; Signature stories; Business-to-Business brands; Storytelling; Intriguing; Authentic; Involving; Strategic Message.; Business and Economics;

   Abstract : Purpose: The purpose of this master paper is to explore if different Business-to-Business brands sit on signature stories using David Aaker ́s four criteria defining a signature story. Methodology: The study’s qualitative methodology consists of finding different Business-to- Business brands and analyzing these if they are sitting on a signature story. READ MORE

4. 3. Once upon a time there was a signature story

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Eileen Marlena Kersten; Felicia Do; Lieke Theadora Adriana Brinkhof; [2020]
   Keywords : Signature stories; Storytelling; Strategic message; Aaker’s criteria; Brands; Business and Economics;

   Abstract : Purpose – The term signature story was explored by David Aaker in his book published in 2018. The purpose of this paper is to further investigate, examine and build upon his concept. READ MORE