Essays about: "symbolic brand value"

Showing result 1 - 5 of 20 essays containing the words symbolic brand value.

1. 1. Creation of identity value in video advertising: Performing identity myths of stigmatized groups of society

   University essay from Lunds universitet/Institutionen för strategisk kommunikation

   Author : Antonia Pumarino; [2023]
   Keywords : Identity value; identity myth; personification; discourse advertising; social tensions; cultural branding; critical discourse analysis; Social Sciences;

   Abstract : Brands have changed their approach to advertising, instead of offering products, nowadays they offer ways of living and seeing the world. To do so, they own a symbolic language which is embodied in advertising discourse. Brands aim to create more profound relationships with consumers and to concretise it, they have a variety of strategies at hand. READ MORE

3. 2. Luxury Fashion Brands are Racing to Become Pioneers in The Use of Influencer Marketing: An Exploratory Study on How This Can Be Achieved and The Impacts on Brand Perceptions

   University essay from Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

   Author : Mariam Elsayed; [2022]
   Keywords : Influencer Marketing; Luxury Fashion; Luxury Value; Brand Identity; Brand Image;

   Abstract : As the digital evolution continues to take on the world industry by industry, luxury fashion brands are left with no choice but to adapt to the new means of media consumption. Numerous luxury fashion brands are implementing influencer marketing strategies to communicate their brand's message in novel ways. READ MORE

4. 3. Luxury fashion and nostalgia : A study from a marketing perspective

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

   Author : Malin Tasapuro; Pontus Johansson; [2022]
   Keywords : luxury fashion; branding; nostalgia; marketing; symbolic meaning;

   Abstract : Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. READ MORE

5. 4. Materiality and Brand Discursivity: Study case on commodities and discursive practices in the Swedish market.

   University essay from Lunds universitet/Avdelningen för etnologi

   Author : Ray Rodriguez Manrique; [2022]
   Keywords : Discourse Analysis; Brand discourse; Materiality; Commodities; Social Biography of Objects; Cultural Sciences;

   Abstract : This thesis analyzes the link between materiality and brand discursiveness. This study examines how material culture contributes to brand narratives' meaning and symbolic construction. For this purpose, the creation of commodities with metal obtained from molten guns is analyzed through a discursive analysis and anthropological theory. READ MORE

6. 5. Dismantling the Creative Director : a media content analysis of creative directors Daniel Lee and Simon Porte Jacquemus

   University essay from Lunds universitet/Avdelningen för modevetenskap

   Author : Isabella Österlund; Allis Stenwall; [2020]
   Keywords : Creative director; fashion; luxury fashion; zeitgeist; consumer; fashion system; fashion-ology; social media; symbolic value; Daniel Lee; Bottega Veneta; Simon Porte Jacquemus; Jacquemus; field; communication; creativity; craftsmanship.; Cultural Sciences;

   Abstract : This bachelor’s dissertation is written by Allis Stenvall and Isabella Österlund (2020), Division of Fashion Science, Lund University. The study titled “Dismantling the creative director” - A media content analysis of creative directors Daniel Lee and Simon Porte Jaquemus aims to analyze and understand the expectation and definitions of a creative director at a luxury fashion house and what influence the modern consumer has on fashion in the current zeitgeist. READ MORE