Essays about: "luxury positioning"

Showing result 1 - 5 of 8 essays containing the words luxury positioning.

1. 1. Hennessy to Henny: Brand Hijacking

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Moboluwarin Owoturo; Ida Xing Fredmark; Dimitra Papangeli; [2024]
   Keywords : Hennessy; brand heritage; luxury brand; brand positioning; luxury positioning; brand associations; hip hop; 2Pac; USA; cognac; LVMH; Business and Economics;

   Abstract : This master case study delves into Hennessy's strategic efforts to dissociate itself from associations with the US hip hop community during the 1990s to the early 2000s in order to reclaim control over their brand. Authored by three master's students, the case study teaching notes provides insights of how students can solve the case of Hennessy's branding challenges and learn from the the innovative strategies Hennessy employed to overcome them. READ MORE

3. 2. Counterfeit products affect on brand equity: A case study on how counterfeit products affect a luxury brand’s brand equity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Sonya Martinsson; Josefine Svensson; Rebecca Jönsson; [2022]
   Keywords : Counterfeit products; Brand equity; Louis Vuitton; Gucci; Michael Kors; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to investigate how counterfeit products affect a brand’s brand equity with the help from a consumer perspective. Research question: What is the consumer’s perception of counterfeit products? How and why does the consumer’s perception of counterfeit products affect a brand’s brand equity? Methodology: This research paper was based on quantitative research, literature review and three case studies. READ MORE

4. 3. Applying Purchasing Category Management on a purchasing department to increase its performances : A case study with a luxury automotive manufacturer

   University essay from KTH/Skolan för industriell teknik och management (ITM)

   Author : Victor Erik Vincent Cardenas; [2021]
   Keywords : Supply-chain; Purchasing; Purchasing Category Management; Purchasing performance; Automotive Manufacturer;

   Abstract : Nowadays, manufacturing companies compete as much with their products as with their supply-chain. Within the overarching stages of supply-chain, purchasing is a process that responds to the organizations needs of acquiring raw materials, components and semi-finished products in order to enable the execution of operations. READ MORE

5. 4. Limited edition: Collaborations between luxury brands

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lusiyana Ivanova Dimitrova; Linnea Björck; Alice Fregne; [2018]
   Keywords : Limited edition; luxury; co-branding; brand characteristics; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to see what luxury brands gain from a limited-edition collaboration in terms of segment, positioning and target group and based on the identity prism, see what characteristics that are transferred from and to the brands in the collaboration. Design/methodology/approach: First a literature review is presented with relevant theories for the purpose of the paper. READ MORE

6. 5. The Escape of Mediocrity : A theoretical analysis of a given market condition

   University essay from Högskolan i Borås/Institutionen Textilhögskolan

   Author : Sarah Fredriksson; Grete Simanaityte; [2012]
   Keywords : positioning; repositioning; middle-market; market polarization;

   Abstract : Previously, the rich customers bought expensive luxury goods, the impoverished customers bought cheap low quality merchandise and the middle class customers stayed true and loyal to the middle market. However, today there has been a change in the customer shopping behaviour, especially among the middle class customers who no longer want to be stuck in mediocrity. READ MORE