Essays about: "brand position, brand personality"

Showing result 1 - 5 of 7 essays containing the words brand position, brand personality.

1. 1. The (Mis)alignment between Offline and Online Brand Image

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sophie Johansson; Emma Källström; Madeleine Erikson; [2022]
   Keywords : Brand Image; Brand Image Alignment; Brand Associations; Retailing; Multichannel; Business and Economics;

   Abstract : Title: The (Mis)alignment between Offline and Online Brand Image: A Qualitative Study based on Customers’ Brand Associations of the Swedish Beauty Retailer Kicks. Purpose: The purpose is to explore the alignment or misalignment of a beauty retailer’s offline and online brand image based on customers’ brand associations. 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

4. 3. Scoring with your Brand : the Case of the Brand Positioning of Brynäs IF

   University essay from Högskolan i Gävle/Avdelningen för ekonomi

   Author : Douwe de Greef; Jesse Kapiteijn; [2016]
   Keywords : Brand Positioning; Point Of Difference; Brand Knowledge; Brand Reputation; Brand Personality;

   Abstract : Aim: The aim of this study is to identify how a professional ice hockey club with fans nationwide can position its brand successfully and to discover if this is in line with what the consumers think is important in the branding of the club. Method: A mixed method has been used for this case study, in the forms of interviews and a questionnaire. READ MORE

5. 4. Message In A Bottle

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Ioannis Petalidis; Helena Storsten; [2014]
   Keywords : Brand Identity; SME; Brand identity creation; brand personality; organizational identity; brand as a symbol; brand as a product; Business and Economics;

   Abstract : Purpose: The purpose of this study is to gain an understanding on how SMEs can position themselves through brand identity, by investigating their strategic approach to brand identity creation and development. Methodology: This research is based on an exploratory case study with an iterative approach. READ MORE

6. 5. Panos Emporio, Extending the Brand

   University essay from Högskolan i Borås/Institutionen Textilhögskolan

   Author : Mona Hashemi; Hadeel Hajem; [2012]
   Keywords : brand image; brand identity; brand equity; brand extension; horizontal brand extension; costumer attitudes; loyalty;

   Abstract : Brands have for a long time been used to identify and distinguish organizations, companies and products, it can be compared to as the soul of a company. A brand extension is a clear channel for product innovation, which can be a powerful tool to hold a competitive advantage. READ MORE