Essays about: "Underdog Brand Positioning"

Found 2 essays containing the words Underdog Brand Positioning.

1. 1. The Underdog Brand Position

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Diogo de Lima; Darragh Moorhouse; Can Üner; [2023]
   Keywords : Underdog; Underdog Brand; Underdog Brand Positioning; Brand Positioning; Brand Strategy; Branding; Rhetoric; Brand Identity; Brand Image; Communication; Top Dog; Business and Economics;

   Abstract : Title: The Underdog Brand Position Date of Seminar: 31-05-2023 Course: BUSN39 Degree Project in Global Marketing Authors: Diogo de Lima, Darragh Moorhouse & Can Üner Advisor: Mats Urde Key words: Underdog, Underdog Positioning, Branding, Rhetoric, Identity, Communication, Image, Top Dog. Purpose: The purpose of this paper is to explore the Underdog Brand Position (and its link to Rhetoric) to understand What is an Underdog Brand Position, How are Underdog Brand Positions Used and Why and When is an Underdog Brand Position a viable strategy. READ MORE

3. 2. Against all odds - a narrative approach towards underdog brands

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Anders Palmqvist; [2018]
   Keywords : Underdog; Brand positioning; Semiotics; Narrative communication; Social Sciences;

   Abstract : Against all odds – a narrative approach towards underdog brands. This study aims to develop a narrative understanding of how an underdog position is achieved, by investigating underdog brand narrative construction from two cases: Oatlyand Tesla. READ MORE