Dramatically Changing Brand Image
Abstract: The purpose of this journal is to further investigate how a brand, during a limited time frame, can change an unwanted image by challenging the stereotypical perceptions of their brand by adding an element of surprise. The research is conducted through a multiple-case study consisting of four cases: Mercedes-Benz, Opel, McDonald’s and Lidl. A resulting matrix has been developed to demonstrate the findings on how the actions in each case impact the change of brand image. The journal has found the impact on change of brand image to depend on the level of challenged perceptions and the visibility of the sender, where the rhetorical concept of paraprosdokian enables greater dramatical impact on change of brand image. Thus, surprising elements have been proven to have a high impact when addressing brand prejudices. The matrix can function as a managerial tool which can be used for companies coordinating themselves while conducting activities regarding change of brand image.
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