Essays about: "brand positioning strategy"
Showing result 1 - 5 of 31 essays containing the words brand positioning strategy.
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1. The Underdog Brand Position
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Title: The Underdog Brand Position Date of Seminar: 31-05-2023 Course: BUSN39 Degree Project in Global Marketing Authors: Diogo de Lima, Darragh Moorhouse & Can Üner Advisor: Mats Urde Key words: Underdog, Underdog Positioning, Branding, Rhetoric, Identity, Communication, Image, Top Dog. Purpose: The purpose of this paper is to explore the Underdog Brand Position (and its link to Rhetoric) to understand What is an Underdog Brand Position, How are Underdog Brand Positions Used and Why and When is an Underdog Brand Position a viable strategy. READ MORE
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2. Leveraging a Brand's Position on Opposition: An Exploratory Study of Mr Charlie's Communication to Position Itself in the Fast-Food Market
University essay from Lunds universitet/Institutionen för strategisk kommunikationAbstract : Brand activism has emerged as a prevalent phenomenon where brands engage in socio-political issues to differentiate themselves and build stakeholder resonance. Despite its growing prominence, research on brand activism is limited, particularly in relation to brand positioning. READ MORE
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3. Secret sustainability: A case study of why a company might go silent with its green achievements
University essay from Handelshögskolan i Stockholm/Institutionen för företagande och ledningAbstract : Greenhushing is acknowledged as a growing concerning behavior referring to when companies deliberately avoid communicating their green achievements. Thus, while companies do substantial work within sustainability, these efforts are strategically or involuntarily not communicated, but why? The research field on greenhushing remains nascent, and scholars have inadequately explained why greenhushing occurs, particularly has previous literature overlooked the strategic perspective and company- specific circumstances. READ MORE
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4. From words to actions: the effects of the transformation of core values through the physical stores
University essay from Lunds universitet/Företagsekonomiska institutionenAbstract : Purpose: To examine how core values can be concretely transformed in the physical stores in order to help with the creation of favorable brand associations and the shaping of the brand image. Methodology: The paper combines both primary and secondary data, with a specific focus on two brands as case studies: Lush and Kiehl's. READ MORE
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5. Exploring frugal innovation and its enablement of sustainable product development
University essay from Blekinge Tekniska Högskola/Institutionen för industriell ekonomiAbstract : In developed countries, companies' product innovation has the problem of not incorporating sustainability in a sufficiently high degree. Companies in developed countries will however continue to innovate since it is required to stay competitive. READ MORE