Essays about: "brand positioning"

Showing result 1 - 5 of 77 essays containing the words brand positioning.

  1. 1. Cultural heritage and branding of family firms in the French wine industry : A case of Burgundian wineries

    University essay from Jönköping University/IHH, Företagsekonomi; Jönköping University/IHH, Företagsekonomi

    Author : Jeanne Duranton; Emilie Theau Laurent Sery; [2020]
    Keywords : Family Businesses; Wine industry; Branding; Brand Identity; Wine; Marketing; Branding;

    Abstract : Background: The wine industry is often linked to family business, due to the tradition of some long-standing family winery. Scholars agree that, the family elements are a factor of success in this industry. A reason for this success can be found in the branding of wineries. READ MORE

  2. 2. Human branding within influencer marketing : isabella löwengrip as a human brand

    University essay from Karlstads universitet/Handelshögskolan (from 2013); Karlstads universitet/Handelshögskolan (from 2013)

    Author : shazia bahaduri; ronahi yesilgul; [2020]
    Keywords : Human brand; Influencer; Marketing; Isabella löwengrip;

    Abstract : The aim of this case study is to understand the importance of human branding inInfluencer Marketing, (IM). The study will further be based on exploring andexamining the brand of a case study, Isabella Löwengrip. She has a broad audienceon social media and has been a role model for many for over a decade. READ MORE

  3. 3. The effect of corporate donations on a company’s market value in a short-term perspective : An event study approach

    University essay from Blekinge Tekniska Högskola/Institutionen för industriell ekonomi; Blekinge Tekniska Högskola/Institutionen för industriell ekonomi

    Author : Axel Andreasson; Gustav Bergman; [2020]
    Keywords : corporate donation; event study; corporate social responsibility; abnormal returns; market value; företagsdonation; event-studie; företags samhällsansvar; abnormal avkastning; marknadsvärde;

    Abstract : Background: Societies around the world have seen an increased willingness to contribute to social responsibilities activities. One way for corporations to commit to corporate social responsibility (CSR) have been to donate corporate assets. However, donating company assets has been questioned if justifiable. READ MORE

  4. 4. Brand revitalization in the music industry: a case study approach

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Edoardo Macelloni; Max Beckers; Eva Salmon; [2020]
    Keywords : Brand Revitalization; Retro-Branding; Brand Awareness; Music Industry; Nostalgia; Disruption; Iconic bands; Ageing; Business and Economics;

    Abstract : Purpose: The purpose of this research is to analyze how iconic brands in the music industry revitalize themselves in order to increase sales by making the brand active again. Research questions: a) Why do brands have need for brand revitalization? b) What are revitalization strategies that help these ‘ageing’ music brands renew their image and positioning in the present and future? c) How has digital disruption affected the music industry? How has this affected ‘ageing’ music brands? Design/methodology/approach: This paper will use an inductive approach, using secondary data and literature in order to create a qualitative research study. READ MORE

  5. 5. Positioning the French Goddess, The Citroën DS case

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Wouter Bruin; Viktor Sanberg; Alexander Pataki; [2020]
    Keywords : Citroën; DS; Positioning; Brand Management; Brand Identity; Brand Reputation; Brand Heritage; Business and Economics;

    Abstract : .... READ MORE