Essays about: "kapferer"

Showing result 1 - 5 of 14 essays containing the word kapferer.

  1. 1. What is strategic brand management in the gaming industry? A case study of Blizzard Entertainment

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Dimitra Papangeli; Ella Martell; Michaela Sorle; [2023]
    Keywords : Strategic Brand Management; Kapferer’s Brand Identity Prism; Brand; Gaming Industry; Blizzard Entertainment; Online Community; Online Brands; Online Game Brands.; Business and Economics;

    Abstract : Purpose: This study intends to explore how video games companies work with strategic brand management. Methodology: A qualitative literature review and case study of Blizzard Entertainment using Kapferer’s Brand Identity Prism. The data was collected from Blizzard as well as other secondary sources. READ MORE

  3. 2. From commercial product to art piece: luxury in the search of virtual exclusivity

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Gvantsa Khabalashvili; Leyre Hermana García-Agulló; [2021]
    Keywords : luxury; luxury brand; art; artification; cultural capital; Business and Economics;

    Abstract : Thesis purpose: The purpose is to identify what opportunities the approach to art on Instagram offers luxury brands to sustain their exclusivity in an age of mass production. Theoretical Perspective: Pierre Bourdieu’s (1984) cultural capital, legitimate culture and Kapferer and Bastien’s (2012) anti-marketing rules and the artification of luxury are the main sources of theory used to develop the analysis. READ MORE

  4. 3. The Role of A Flexible Brand Identity in A Dynamic Market : A Multiple-Case Study on Swedish Coffee Brands

    University essay from Karlstads universitet/Handelshögskolan (from 2013)

    Author : Louise Enoksson; Elin Larsson; [2020]
    Keywords : Brand Identity; Flexible Brand Identity; Brand Transformation; Brand Management; Moderately Dynamic Market; Adaptation; Consumers; Consumer behaviour; The Swedish Coffee Market; Communication;

    Abstract : Conducting successful business requires a clear and steady brand identity, which is a part of brand management (Aaker, 1996; Kapferer, 1992, de Chernatony, 1999). Sticking to the core values and the traditions of the brand is beneficial. READ MORE

  5. 4. The use of branding Strategies within Swedish Craft Brewing

    University essay from Jönköping University/IHH, Företagsekonomi

    Author : Charlie Magnusson; Emelie Carlsson Apelqvist; Theodor Göthberg; [2020]
    Keywords : Brand Strategy; Craft Breweries; Brand Identity Prism; Keller’s Brand Equity Model; Sweden.;

    Abstract : Branding strategies is an important theme in business research. The purpose of the study was to explore how the growing industry of craft brewing are using branding strategies in order to strengthen their brand. The study was based on the theory of Kapferer’s brand identity prism and Keller’s Brand Equity model. READ MORE

  6. 5. Country of Origin Branding: The Case of Air Canada

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Brendon Case; Oliver Jones; [2018]
    Keywords : Business and Economics;

    Abstract : Purpose: The purpose of this paper is to research how Air Canada uses their country-of-origin as part of their identity and branding strategy and to find out how a global customer base perceives it. Air Canada was chosen for the main focus of this research, as the airline is leveraging their Canadian country-of-origin as the primary factor in differentiating themselves in a highly competitive market. READ MORE