Essays about: "brand positioning"

Showing result 16 - 20 of 98 essays containing the words brand positioning.

  1. 16. 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

  3. 17. Recognizing cultural value infood : Case study of Pike-Perch in Hjälmaren & Mälaren,Sweden

    University essay from Uppsala universitet/Industriell teknik

    Author : Michaela Saax; [2021]
    Keywords : Cultural Value; Sustainable Destination Development; Pike-Perch; Food Tourism; Brand Identitity;

    Abstract :  Food culture emerges as a social culture and can be summarized through its historicaldevelopment process. The exploration of socio-cultural analysis of food with sociologicalapproaches has emerged in research due to the increased awareness of modern societies’motivations to discover other cultures through food. READ MORE

  4. 18. LYFT - A Feminine Alternative for Snus : An Exploratory Study of Consumer Perceptions of Gendered Brands

    University essay from Jönköping University/Internationella Handelshögskolan

    Author : Cilla Palmroos; Samuel Bengtsson; [2021]
    Keywords : Brand Gender; Brand Love; Gender Congruence; Snus;

    Abstract : Background:Brand gender is the set of human personality traits associated with masculinity and femininity applicable and relevant to brands. Brand gender perceptions can be affected through a range of different marketing techniques, to attract specific customers, and positively influence their consumer-brand relationships and their brand equity. READ MORE

  5. 19. CLEARING THE AIR: Philip Morris International's Smoke-Free Future

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Peter Moane; Stefan Pelev; Alessandro Solmi; [2021]
    Keywords : Philip Morris International; IQOS; brand positioning; stakeholder management; brand impact; Business and Economics;

    Abstract : .... READ MORE

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

    University essay from 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