Essays about: "brand identity prism"

Showing result 6 - 10 of 13 essays containing the words brand identity prism.

  1. 6. Branding strategy through storytelling in marketing : The other side of the story

    University essay from Högskolan i Jönköping/Internationella Handelshögskolan

    Author : Jonathan Pykälistö; Alexander Fahlstad; [2019]
    Keywords : Brand Identity; Brand Image; Storytelling; Branding Strategy; Marketing Strategies;

    Abstract : Background - What a company wants to communicate is today more correlated to their core values and within storytelling it is no exception. Storytelling is the art of using a story in focus in televised commercials and the products are used in the peripheral. READ MORE

  3. 7. Country of Origin Branding: The Case of Air Canada

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Brendon Case; Oliver Jones; [2018]
    Keywords : Business and Economics;

    Abstract : Purpose: The purpose of this paper is to research how Air Canada uses their country-of-origin as part of their identity and branding strategy and to find out how a global customer base perceives it. Air Canada was chosen for the main focus of this research, as the airline is leveraging their Canadian country-of-origin as the primary factor in differentiating themselves in a highly competitive market. READ MORE

  4. 8. Investigating brand identity transfer in brand experience through in-store and online channels

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Natasha Boella; Daria Gîrju; Ieva Gurviciute; Maria Victoria Rocha Guerrero; [2018]
    Keywords : brand identity; brand experience; Lush; brand identity prism; Business and Economics;

    Abstract : The concept of brand identity has gained increased interest in recent years from both researchers and practitioners. Despite that, there have been no studies so far linking brand identity to brand experience. READ MORE

  5. 9. Limited edition: Collaborations between luxury brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Lusiyana Ivanova Dimitrova; Linnea Björck; Alice Fregne; [2018]
    Keywords : Limited edition; luxury; co-branding; brand characteristics; Business and Economics;

    Abstract : Purpose: The purpose of this paper is to see what luxury brands gain from a limited-edition collaboration in terms of segment, positioning and target group and based on the identity prism, see what characteristics that are transferred from and to the brands in the collaboration. Design/methodology/approach: First a literature review is presented with relevant theories for the purpose of the paper. READ MORE

  6. 10. Secondhand shopping is (not) for all! : Generation Y's Consumer Behavior regarding seconhand shopping

    University essay from Högskolan Kristianstad/Sektionen för hälsa och samhälle

    Author : Amanda Åkesson; Duy-An Vu; [2015]
    Keywords : Generation Y; consumer behavior; secondhand shopping; subcultures; brand community;

    Abstract : Swedish newspapers and media sites write that secondhand shopping is a growing consumption trend in today’s society. People’s consumer behavior affect their choice of purchasing brands and products, where secondhand shopping is a choice. READ MORE