Sökning: "brand rivalry"

Visar resultat 1 - 5 av 6 uppsatser innehållade orden brand rivalry.

  1. 1. Leveraging a Brand's Position on Opposition: An Exploratory Study of Mr Charlie's Communication to Position Itself in the Fast-Food Market

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Alice Ekeroth; [2023]
    Nyckelord :corporate branding; brand positioning; brand activism; anti-brand activism; brand communication; Social Sciences;

    Sammanfattning : Brand activism has emerged as a prevalent phenomenon where brands engage in socio-political issues to differentiate themselves and build stakeholder resonance. Despite its growing prominence, research on brand activism is limited, particularly in relation to brand positioning. LÄS MER

  3. 2. Do You Dare to Compare? The Effects of Comparative Advertising on Consumer Responses Towards the Advertised and Attacked Brands - A Case Study of Arla Foods and Oatly

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

    Författare :Louise Håkansson; Ebba Norberg; [2020]
    Nyckelord :Comparative Advertising; Market Position; Advertising Value; Malicious Comparative Advertising; Hierarchy of Effects;

    Sammanfattning : In 2014, a long-stretched feud began between dairy company Arla Foods and oat milk company Oatly, and is continuously ongoing. The rivalry between the two companies includes advertising where the companies target one another, in different ways. LÄS MER

  4. 3. “Milk is milk” versus “Ditch milk” : A case study of consumers’ attitudes towards brands involved in brand rivalry

    Kandidat-uppsats, Högskolan Kristianstad/Fakulteten för ekonomi

    Författare :Pernilla Lerberg; Kajsa Nilsson; [2020]
    Nyckelord :Consumer attitudes; brand rivalry; public conflict; buzz marketing; brand; word-of-mouth;

    Sammanfattning : For the last five years, Sweden has seen a quite remarkable milk war between the traditional Arla serving dairy products and the innovative Oatly offering vegan milk substitutes. The purpose of this thesis was to investigate how consumers’ attitudes are affected by firms’ involvement in brand rivalry, where the conflict between Arla and Oatly served as a case. LÄS MER

  5. 4. Barn av bruksandan : En studie om unga vuxnas platskänsla och dess roll i individens föreställningar om framtiden i bruksorten Hagfors.

    Kandidat-uppsats, Karlstads universitet/Fakulteten för humaniora och samhällsvetenskap (from 2013)

    Författare :Johanna Rickan; Malin Sundqvist; [2014]
    Nyckelord :identity; place belonging; adolescents; industrial town mentality; gender; identitet; platskänsla; ungdomar; bruksortsmentalitet; genus;

    Sammanfattning : Syftet med studien är att studera hur de historiska mönstren på en bruksort, i fråga om arbetsmarknad och genuskontrakt, kan tänkas påverka ungdomar i valet att flytta eller stanna. Med utgångspunkt i statistik presenteras studiens problemformulering vilken fokuserar på den negativa befolkningsutveckling som råder i Värmland i allmänhet och Hagfors i synnerhet. LÄS MER

  7. 5. Förpackningsdesign i en varumärkesstärkande process : En fallstudie av varumärket Coca-Cola

    Kandidat-uppsats, Södertörns högskola/Institutionen för samhällsvetenskaper

    Författare :Niki Polatsidou; Hedwig Strömstedt; [2014]
    Nyckelord :Brand; branding; design; package design; logotype; visual identity; Coca-Cola; Varumärke; varumärkesprofilering; design; förpackningsdesign; logotyp; visuell identitet; Coca-Cola;

    Sammanfattning : Nowadays, packaging design is seen as a competitive tool and its importance for corporations is becoming increasingly apparent. The rivalry within homogeneous markets puts high demands on differentiation and the ability to create something more than the product itself. LÄS MER