Sökning: "symbolic branding strategies"

Visar resultat 1 - 5 av 13 uppsatser innehållade orden symbolic branding strategies.

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

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

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

   Sammanfattning : 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. LÄS MER

3. 2. The WOW-effect. A qualitative content analysis of communication strategies used by the Swedish music festival Way out West

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Elin Fredlund; Savannah Gillblad; [2023]
   Nyckelord :strategic communication; event marketing; sustainability communication; CSR; brand community; symbolic branding strategies; Social Sciences;

   Sammanfattning : I dagens samhälle finns en allt större press på varumärken att stå ut ur mediebruset samt att kommunicera kring hållbarhet och CSR. Detta gör brandingstrategier högst nödvändiga, trots detta är det ännu ett relativt outforskat område inom marknadsföring av evenemang. LÄS MER

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

   Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

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

   Sammanfattning : 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. LÄS MER

5. 4. Digital profilering av lyxvarumärken inom retail : Uppbyggnad av en exklusiv kundupplevelse i en digital kontext

   Magister-uppsats, Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Filosofiska fakulteten

   Författare :Hanna Håkansson; Karin Victorin; [2021]
   Nyckelord :företagsekonomi; strategi; marknadsföring; varumärkesprofilering; lyxvarumärken; retail; digital;

   Sammanfattning : Title: Digital profiling of luxury brands within retail Digital sales in retail have increased significantly over the past decade and the trend has accelerated as a result of the current Covid-19 pandemic. Motives for luxury consumption are often described as the symbolic desire to achieve a certain status, success and identification. LÄS MER

7. 5. Generation Z has opened the can

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

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

   Sammanfattning : 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. LÄS MER