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1. 1. A Logo is Worth a Thousand Words – A Study of Heritage Brands through Logo Redesign

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Hinz Chan; Elsa Perpiñá Subiñas; [2019]
   Nyckelord :Heritage brands; brand attitudes; perceived brand authenticity; logo redesign; brand management; Business and Economics;

   Sammanfattning : Thesis purpose: The combined research on the effects of logo redesign on heritage brands is underdeveloped. Therefore, we contribute with insights to this nascent subject and provide inspiration for others to continue. LÄS MER