Sökning: "The Brand Storytelling Framework"

Visar resultat 1 - 5 av 26 uppsatser innehållade orden The Brand Storytelling Framework.

  1. 1. Investigating Marketing Effects of Ancient Storytelling Techniques: Could Ancient Storytelling Techniques in Marketing Communications Be the Holy Grail of Marketing Needed in These Times of Failure?

    C-uppsats, Handelshögskolan i Stockholm/Institutionen för marknadsföring och strategi

    Författare :John Örman; Arvid Özcan-Arvidsson; [2023]
    Nyckelord :Marketing Communications; Psychology in Marketing; Storytelling in Marketing; Building a StoryBrand; Donald Miller;

    Sammanfattning : The landscape of marketing is growing in competitiveness (Digital ad spend worldwide 2026. 2022), and marketers are consequently compelled to explore new ways to stand out and make their voices heard. LÄS MER

  3. 2. Brand Archeology - Identifying Pivotal Moments Shaping the Brand Today

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Herman Vähäkangas; Kevin Blomkvist; [2023]
    Nyckelord :Brand archaeology; pivotal moments; brand identity; corporate branding; excavation; artifacts.; Business and Economics;

    Sammanfattning : Title: Brand Archaeology - Identifying Pivotal Moments Shaping the Brand Today Date of Submission: 2023-05-31 Course: BUSN39 Degree Project in Global Marketing Authors: Herman Vähäkangas & Kevin Blomkvist Supervisor: Mats Urde Keywords: Brand archaeology, pivotal moments, brand identity, corporate branding, excavation, artifacts. Purpose: The purpose of this study is to discover pivotal moments influencing brand identity through the concept deemed as brand archeology. LÄS MER

  4. 3. Branding in the Metaverse: Exploring established brand management perspectives and the advent of decentralized branding on Web 3.0

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Thiago Costa; Alaa Eldin Helal; [2022]
    Nyckelord :Branding; Brand Management; Metaverse; Decentralization; Blockchain; Web 3.0; NFT; DAO; Decentralized Branding; Business and Economics;

    Sammanfattning : Purpose: The purpose of this exploratory qualitative research is: First, to explore what brands understand by metaverse and how they perform branding in this new context. Second, to investigate how established constructivist approaches to branding are performed within the metaverse. LÄS MER

  5. 4. Consuming nature : Toward Transformational Sustainability in Swedish outdoor brands

    Master-uppsats, Uppsala universitet/Institutionen för arkeologi och antik historia

    Författare :Klara Wellén; [2022]
    Nyckelord :Consumer culture; friluftsliv; outdoor sector; communications; Transformational Sustainability;

    Sammanfattning : The accelerated cycle of production and consumption has had tremendous environmental consequences since the 20th century. Corporate interest needed a society of over-consumption, creating the take-make-waste linear systems as we know it. LÄS MER

  7. 5. Mending the end-goal paradox of social and commercial marketing

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Klara Käll; Nuria Budesca Alameda; [2022]
    Nyckelord :Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain; Business and Economics;

    Sammanfattning : Title: Mending the end-goal paradox of social and commercial marketing - An explorative case study of brands’ emotional communication influence on consumers’ behavioural attitudes Course: BUSN39 Business Administration: Degree Project in Global Marketing - Master level Authors: Klara Käll & Núria Budesca Alameda Supervisor: Annette Cerne Keywords: Social Marketing; Emotional Communication; Behaviour; Attitudes; Brand Community; Storytelling; Norms; Aim’n; Platanomelón; Sweden; Spain Purpose: The purpose of this study is to investigate consumers' attitudes toward social marketing behaviours communicated by brands with regards to emotions. Methodology: This research was carried out with the research philosophies of relativism for ontology and social constructionism for epistemology. LÄS MER