Essays about: "studies on Co Branding"

Showing result 1 - 5 of 9 essays containing the words studies on Co Branding.

1. 1. Collaborative Couture: Decoding Relative Pricing Strategies and its Impact on Brand Equity

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Lucas Holmqvist Adolfsson; Gustaf Johnsson Wallin; Erik Bergtoft; [2023]
   Keywords : Co-Branding; Brand Equity; Brand Awareness; Brand Loyalty; Brand Associations; Perceived Quality; Relative Pricing; Luxury Fashion; Case Study; H M; Balmain; Adidas; Gucci; Fendi; Versace; Business and Economics;

   Abstract : Purpose: This paper aims to analyze the relative pricing of co-branding collaborations in the fashion industry to gain a deeper understanding of the effects on their respective brand equity. Design/method: This paper adopts a qualitative approach involving case studies on several co-branding collaborations in the fashion industry (H&M x Balmain, Adidas x Gucci, Fendi x Versace). READ MORE

3. 2. The struggle of staying young: How heritage brands can utilize cobranding as a way to rejuvenate.

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Veronika Lindner; Lovisa Idberg; Oskar Hoff; Guillaume Decombe; [2021]
   Keywords : Brand Heritage; Heritage Brands; Rejuvenation; Co-branding; Brand Stewardship; Novelty Brands; Business and Economics;

   Abstract : Purpose: The purpose of this paper is to investigate how co-branding can be utilized by heritage brands to rejuvenate. The aim is to develop the current understanding of how heritage brands engage in co-branding and the motives for rejuvenating the brand. READ MORE

4. 3. The Millennial Eyes : A Study Of Consumers’ Response Towards Sustainable Fashion Collaborations’ Communication

   University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Author : Cecilia Sion; Yasmine Nehmé; [2021]
   Keywords : fashion collaborations; sustainable fashion; communication of sustainability; fashion communication; millennial consumers;

   Abstract : The fashion industry has faced a radical change in how the market has been operating towards a more digitized landscape, and several fashion brands have started developing greater customer experiences as well as engaging the consumers with conveyance of authentic content. Since fashion collaborations can increase awareness and have an immense impact on the consumers’ perception, the concept of creating sustainable collaborations have become an ideal way to meet the needs of the millennial consumers. READ MORE

5. 4. Generation Z has opened the can

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Emma Carlzon; Isabella Rammasi; [2021]
   Keywords : Snus; White tobacco-free snus; Generation Z; Branding strategies; Digital marketing; Symbolic Consumption; Influencer-marketing; Lyft; Social Sciences;

   Abstract : This study has examined the relationship between the increase in consumption of white snus among Generation Z in Sweden and the branding strategies used by the nicotine brand LYFT. The purpose of this research has been to gain an understanding of how a brand can market a regulated product to a young consumer segment by conducting strategic communication prefered by these young individuals. READ MORE

6. 5. An empirical study of the co-branding partner selection strategy : A perception from the negative perspective combing with consumer psychology

   University essay from Jönköping University/IHH, Företagsekonomi

   Author : Tongda Lu; Jiawen Ji; Jingming Zhang; [2020]
   Keywords : Co-branding; cross-branding; brand identity; consumer psychology.;

   Abstract : In recent years, the fashion industry has set off a trend of co-branding, and co-branding has become a unique marketing strategy for major brands to obtain benefits. However, there are potential risks when brands are selecting joint partners. READ MORE