Essays about: "Yingting Zhang"

Found 2 essays containing the words Yingting Zhang.

1. 1. Resisting Warwick of the Future

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Klara Käll; Ayelen Rojas Alvarez; Akankshya Mishra; Yingting Zhang; [2022]
   Keywords : Warwick; Univeristy; Branding; Marketing; Case; Business and Economics;

   Abstract : This is a case belonging to the master case series of the course Corporate Brand Management and Reputation. In this case we present the rebranding of University of Warwick. Upon its 50th birthday, the administration decided to launch a new logo which faced backlash from the students resulting in a petition to stop it.. READ MORE

3. 2. How weird elements in brand communication can strengthen brand intimacy.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Yingting Zhang; Francesco Carlino; Undine Himmelsbach; [2021]
   Keywords : Brand Communication; Advertisement; Brand Identity; Brand Personality; Elements of Weirdness; Elements of Surprise; Brand Rejuvenation; Brand Positioning; Brand Intimacy; Brand Rhetoric.; Business and Economics;

   Abstract : Abstract Purpose: The purpose of this paper is to explore “weird elements” as part of brand communication in relation to brand intimacy. To define the purpose more precisely, this paper will focus on four specific research questions with reference to the selected case examples: 1. Which message is conveyed? 2. READ MORE