Sökning: "Diogo de Lima"
Hittade 3 uppsatser innehållade orden Diogo de Lima.
1. The Underdog Brand Position
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Title: The Underdog Brand Position Date of Seminar: 31-05-2023 Course: BUSN39 Degree Project in Global Marketing Authors: Diogo de Lima, Darragh Moorhouse & Can Üner Advisor: Mats Urde Key words: Underdog, Underdog Positioning, Branding, Rhetoric, Identity, Communication, Image, Top Dog. Purpose: The purpose of this paper is to explore the Underdog Brand Position (and its link to Rhetoric) to understand What is an Underdog Brand Position, How are Underdog Brand Positions Used and Why and When is an Underdog Brand Position a viable strategy. LÄS MER
2. Pepsi’s Number Fever – bottlecaps, mayhem and death
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : This Case Study is about the Pepsi Number Fever incident in the Philippines (1993). A Nationwide disaster that ruined Pepsi's reputation in that country. Riots, Deaths, Bombing, Law suits, everything happened. Pepsi was in a really bad spot and things needed to be fixed. LÄS MER
3. Bridging the gap: An exploration into how NFTs can be used as a tool for brand management
Magister-uppsats, Lunds universitet/Företagsekonomiska institutionenSammanfattning : Purpose: The purpose of this paper is to explore the usage of NFT’s in branding through the introduction of a framework that explores the correlation between the practical benefits for the NFT user and Brand Awareness or Brand Loyalty for the Brand. Methodology: To fulfill the papers’ purpose we conducted a literature review and a qualitative study exploring four different cases; NBA, J. LÄS MER