Essays about: "brand positioning"

Showing result 11 - 15 of 98 essays containing the words brand positioning.

  1. 11. 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 ledning

    Author : Antonia Alan; Jenny Trolläng; [2022]
    Keywords : Greenhushing; Green Blushing; Green Communication; Green Marketing; Corporate Social Responsibility;

    Abstract : 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

  3. 12. Weapons of Brand Destruction: Exploring the different methods and strategies used by Online Anti-Brand Communities aimed to harm brands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Andrés Emilio Garcia Raffo; Niklas Kjellander; [2022]
    Keywords : Brand Community; Anti-Brand Community; Brand Dislike; Consumer-activism; Business and Economics;

    Abstract : Aim: The aim of this paper was to shed light on the different methods/strategies that Anti-Brand Communities (ABCs) use in order to cause harm to particular brands. Purpose: The purpose of this paper is to offer assistance to brand managers through Anti-Brand Community-insights, as a means of combating the increasingly growing number of ABCs. READ MORE

  4. 13. From words to actions: the effects of the transformation of core values through the physical stores

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Yuxin Li; Katherine Camacho; Francesca Scriboni; [2022]
    Keywords : transformation of core values; brand associations; visual identity; store branding; brand experience; brand image; Lush; Kiehl’s.; Business and Economics;

    Abstract : 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

  5. 14. Blands – A not so bland new trend in branding? An exploratory study of the phenomenon blands

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : James Brattström; Hugo Röken; Hanna Welander; [2021]
    Keywords : Blands; Brand Personality; Positioning; Me-too brand; Business and Economics;

    Abstract : Abstract Purpose: A new phenomenon has emerged in the world of branding which has not yet been researched in an academic setting. Brands that look the same, feel the same, offer similar business models towards consumers but still somehow feel modern and unique at a first glance. READ MORE

  6. 15. Exploring frugal innovation and its enablement of sustainable product development

    University essay from Blekinge Tekniska Högskola/Institutionen för industriell ekonomi

    Author : Patrik Werius; Emma Ytterström; [2021]
    Keywords : Innovation; sustainability; frugal;

    Abstract : 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