Essays about: "brand for strategic communication"

Showing result 11 - 15 of 61 essays containing the words brand for strategic communication.

  1. 11. Sustainability Propaganda – The Oatly case : A qualitative content analysis of Oatly's external communication.

    University essay from Linnéuniversitetet/Institutionen för medier och journalistik (MJ)

    Author : Maja Lundgren; [2022]
    Keywords : Propaganda; brand activism; persuasion; rhetoric; strategic communication; Oatly; Propaganda; varumärkesaktivism; övertalning; retorik; strategisk kommunikation; Oatly;

    Abstract : The brands' commitment to sustainability is being developed into an established market strategy, which means that the concept of brand activism is becoming increasingly common. Due to this development, the external communication that these brands drive also tends to adopt a more convincing and coercive approach in order to influence the consumers. READ MORE

  3. 12. ”Catch flights, not feelings”: A Qualitative Content Analysis of the Marketing Communication and Brand Management of Ryanair on TikTok and Facebook

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Victoria Friman; Karin Forslund; [2022]
    Keywords : Strategic communication; brand management; brand attitude; brand awareness; brand equity; human to human marketing; marketing communication; social media; Ryanair; TikTok; Facebook; Social Sciences;

    Abstract : Due to the fast paced digitalization, marketers are met with higher demands in order to adapt to new contexts for marketing communication and brand management. The social media platform of TikTok is relatively new and rapidly expanding, creating both opportunities and risks for brands. READ MORE

  4. 13. Making tradition sustainable: How consumers make sense of NIVEA’s sustainability communication

    University essay from Lunds universitet/Institutionen för strategisk kommunikation

    Author : Lisa Winnenburg; [2022]
    Keywords : Perceived Brand Authenticity; Sustainability Communication; Sense- making Theory; Consumer Perspective; Global Brand; Social Sciences;

    Abstract : With the growing concern about the environment, consumers become more critical in their consumption and almost every organization communicates its sustainability efforts. However, not in every case do consumers believe in sustainability claims. READ MORE

  5. 14. How Strategic Design contributes to Competitive Brands : Strategic Synergies and Inventive Communication for improved Brand Performance

    University essay from Uppsala universitet/Institutionen för samhällsbyggnad och industriell teknik

    Author : Nadja Habib; [2022]
    Keywords : ;

    Abstract : .... READ MORE

  6. 15. Ambiguous environmental advertising : how brand advertising and consumers frame Rügenwalder Mühle’s products

    University essay from SLU/Dept. of Urban and Rural Development

    Author : Klara Pietsch; [2021]
    Keywords : environmental advertising; Rügenwalder Mühle; ambiguous advertising; sustainability framing; product framing; strategic ambiguity;

    Abstract : Along with current societal developments and trends, businesses which are not originally engaged in sustainability may be inclined to reorient themselves towards more environmental practices. It is crucial for corporations to understand how to integrate sustainability into a revenue-driven business, and how to communicate this to their customers. READ MORE