Essays about: "brand reposition"

Found 4 essays containing the words brand reposition.

  1. 1. Is Fashion for the People, loved by all the People?

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Alexandra Brüchert; Nsunge Kaniki; [2021]
    Keywords : Inclusion; Purchase Intention; Inclusive Fashion; Attitude; Generation Y; Business and Economics;

    Abstract : Thesis purpose: The purpose is to enhance the understanding of the influence inclusion has on Generation Y consumers when utilised in fashion brands. By isolating two areas of interest namely marginalised gender and size, we aim to provide insight into their effects on the attitude and purchase intention. READ MORE

  3. 2. Pack your bags: A Mulberry Repositioning case

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Emelie Pine; Mazvita Mawire; Angela Nunana Ahiaveh; [2020]
    Keywords : Brand management; repositioning; luxury brand; heritage brand; Business and Economics;

    Abstract : In 2012, Mulberry, a well-established British fashion brand recognised for its leadership in the affordable luxury category appointed a new CEO. This CEO aspired to reposition the brand to a target a more premium segment. READ MORE

  4. 3. Sustainable Successful Brand : Case Study of Carlsberg Polska and Its Two Major Brands

    University essay from Sektionen för ekonomi och teknik (SET)

    Author : Agnieszka Witkowicz; Joanna Nowacka; [2008]
    Keywords : brand; success; brewing industry; beer; carlsberg; harnas;

    Abstract : With the purpose of expanding the understanding of the main causes that make creating and maintaining successful, strong brands a challenging issue for companies, a qualitative research is conducted in this thesis. It is based on an integrated model of Doyle’ and Stern’s along with Aaker’s approaches discussing building successful/strong brands with the following Doyle’ and Stern’s model discussing sustaining successful/strong brands; thereby selecting a single case study of Carlsberg Polska belonging to brewing potentates on the Polish beer market and two of its major brands – Carlsberg and Harnaś. READ MORE

  5. 4. Brand - how to reposition a brand

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Anja Hrisafovic; [2004]
    Keywords : brand; re-positioning; Fleur de Santé; brand identity; brand image; Management of enterprises; Företagsledning; management; Business and Economics;

    Abstract : I believe that vision, image and identity, brand and positioning are all parts of repositioning process. When repositioning, company has to decide if it is going to compete with same attributes as before or if company is entering totally new competitive domain with new dimensions. READ MORE