Sökning: "Brand Archetype"

Hittade 4 uppsatser innehållade orden Brand Archetype.

  1. 1. Not All Heros Wear Capes

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Fang Cheng; Hanna Åstrand; [2023]
    Nyckelord :Keywords: Emotion Creation; Brand Archetype; Myth-telling; System 1; Hero; Ordinary People; Hero’s Journey; Business and Economics;

    Sammanfattning : Purpose: The main purpose of this study is to enhance our understanding of branding communication with mass audiences using ordinary people in myth treatment. Methodology: This qualitative study explores the phenomenon of ordinary people portrayed as heroes in advertisements in an abductive manner. LÄS MER

  3. 2. Political Leaders As Archetypal Brands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Helena Abrahamsson; Can Üner; Sarah Keppler; [2022]
    Nyckelord :Keywords: Brand personality; Archetypes; Rhetoric; Political Brand Communication; Brand Core Framework; Social Sciences;

    Sammanfattning : Purpose: The purpose of this paper is to explore political leaders as archetypal brands. Moreover, this study aims to add knowledge to the concept of archetypes in political brand communication. Methodology: This study combines qualitative and quantitative research. LÄS MER

  4. 3. Corporate Brand Recovery in the After Wake of a Crisis

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Dajana Pjatakova; Catharina Nilsson; [2019]
    Nyckelord :brand crisis recovery; post-crisis recovery; corporate brand; crisis management; crisis communications; corporate brand management; Business and Economics;

    Sammanfattning : Aim: The overall aim of this study is to define post-crisis recovery as well as gain a deeper understanding of the strategies that corporate brands use in order to recover from a crisis. Theoretical Perspective: The research takes a strategic brand management perspective in order to define recovery as well as how corporate brands recover from a crisis. LÄS MER

  5. 4. CSR Communication: An Explorative Study on the Message Content and the Meanings they Convey

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Stefan Portay; Andres Gonzalez; [2010]
    Nyckelord :Corporate Social Responsibility; Brand Archetypes; Visual Analysis; Marketing Communication; Barista; Management of enterprises; Företagsledning; management; Business and Economics;

    Sammanfattning : We explored how a company tries to overcome the problems of awareness, attribution and the definitional misunderstandings of the CSR concept by investigating the message content of communication of a company that positions themselves on their CSR values and activities. This study has an exploratory approach with a strong qualitative focus. LÄS MER