Essays about: "brand communication"

Showing result 11 - 15 of 565 essays containing the words brand communication.

  1. 11. Communication Strategies for Branding of Circular & Sustainable Products in the Fashion Industry : A Case Study of H&M Group

    University essay from KTH/Skolan för elektroteknik och datavetenskap (EECS)

    Author : Syeda Shehreen Fatima; [2022]
    Keywords : Circular Economy; Branding; Communication; H M Group; Sustainability; The Fashion Industry; Environmental Impact; Cirkulär ekonomi; Varumärkesbyggande; Kommunikation; H M Group; Hållbarhet; Modeindustri; Miljöpåverkan;

    Abstract : The fashion industry has a significant environmental impact due to its high rate of production and consumption. In order to become sustainable, fashion businesses are making fundamental changes in their business models. READ MORE

  2. 12. The Effect of using Asian Models in Foreign Brands' Advertising in China: A Quantitative Study on Customer Reactions

    University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledning

    Author : Haochang Li; Yutong Pi; [2022]
    Keywords : Asian models; advertising effectiveness; China; Self-Referencing; Cultural compatibility;

    Abstract : In this thesis, a specific dimension of marketing in China for foreign brands is investigated. This was accomplished by comparing the impact of two sets of advertisements on advertising effectiveness - one with Asian models included and one with only models from other ethnic groups. READ MORE

  3. 13. 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

  4. 14. Green brands & Greenwashing: A narrative journey towards legitimacy

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Camille Pujol; [2022]
    Keywords : strategic communication; environmental sustainability; green brand; legitimacy; narrative; greenwashing; Social Sciences;

    Abstract : The aim of this thesis is to develop knowledge and identify legitimacy attempts for green brands to construct themselves in order to circumvent greenwashing challenges. The researcher studied the promotional content of Patagonia and the Slovenia destination brand (I Feel Slovenia) based on a pragmatic and moral legitimacy framework, supported by narrative analysis. READ MORE

  5. 15. What Green Marketing Strategy to Use Prior To a Greenwashing Scandal?

    University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Author : Ana Desnica; Sara Hawat; [2022]
    Keywords : Green marketing; Humble green marketing; Bragging green marketing; Greenwashing scandal; Effects of green marketing;

    Abstract : Despite the increase in green advertising in the past decade, the way these green messages are communicated and their efficacy when it comes to mitigating damages in case of a greenwashing scandal, is still an area that has not been well-researched. Thus, this paper aims to contribute to closing this research gap by investigating the impact of two different green marketing communication styles on consumers' brand attitude and purchase intention in the context of a greenwashing scandal while also considering the moderating effects of environmental concern and customer skepticism towards green marketing. READ MORE