Sökning: "Brand Rejuvenation"

Visar resultat 1 - 5 av 6 uppsatser innehållade orden Brand Rejuvenation.

  1. 1. Increasing Brand Accessibility Without Compromising Brand Identity

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Darragh Moorhouse; Hongning Wang; Haotian Zhang; [2022]
    Nyckelord :Brand Accessibility; Brand Identity; Brand Alliance; Brand Extent; Premium and Luxury.; Business and Economics;

    Sammanfattning : This paper aims to investigate methods deployed by brands to increase accessibility while maintaining brand identity, particularly in premium and luxury brands. A literature review will provide a basis for a deeper understanding of brand identity, accessibility, and rejuvenation. LÄS MER

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

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

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

    Sammanfattning : 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. LÄS MER

  4. 3. How weird elements in brand communication can strengthen brand intimacy.

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Yingting Zhang; Francesco Carlino; Undine Himmelsbach; [2021]
    Nyckelord :Brand Communication; Advertisement; Brand Identity; Brand Personality; Elements of Weirdness; Elements of Surprise; Brand Rejuvenation; Brand Positioning; Brand Intimacy; Brand Rhetoric.; Business and Economics;

    Sammanfattning : Abstract Purpose: The purpose of this paper is to explore “weird elements” as part of brand communication in relation to brand intimacy. To define the purpose more precisely, this paper will focus on four specific research questions with reference to the selected case examples: 1. Which message is conveyed? 2. LÄS MER

  5. 4. Drinking from the Fountain of Youth? Brand rejuvenation in the case of heritage luxury fashion brands

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Katharina Netek; Feline Carbone; [2020]
    Nyckelord :Heritage brands; Luxury fashion brands; Brand rejuvenation; Millennials; Brand identity; Business and Economics;

    Sammanfattning : Thesis purpose: The aim of this study was to examine whether German Millennials are in favor of rejuvenation practices of heritage luxury fashion brands or if such actions instead lead to negative associations, as they tend to ignore the heritage aspect. Methodology: Following a relativist ontology, this research is guided by a social constructionist position, which allows a deep understanding of Millennials’ opinions. LÄS MER

  7. 5. The Threats of Brand Rejuvenation: The Land Rover Defender Case

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Tiziano Filippini; Mihail Aittokallio; Emilia Marzouk; [2019]
    Nyckelord :Brand Rejuvenation; Brand Identity; Brand Kernel; Land Rover Defender; Business and Economics;

    Sammanfattning : Introduction: Brand rejuvenation stands for bringing brand up-to-date. Any brand might face at some point an aging issue. One way to handle this issue is to perform brand rejuvenation. However, the process of brand rejuvenation is not a simple process for the company. LÄS MER