Sökning: "corporate brand identity matrix"

Visar resultat 6 - 10 av 19 uppsatser innehållade orden corporate brand identity matrix.

1. 6. Disruptive communication: How to overcome stigma - A case study of Kappahl, Tena, Estrid and Deodoc

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Frida Fransson; Camilla Hallin; Emma Källström; Julia Walde; [2021]
   Nyckelord :Disruptive communication; Stigma; Brand values; Brand identity; Corporate Brand; Business and Economics;

   Sammanfattning : Purpose: In this study, the purpose is to explore how disruptive communication can be used as a means to overcome stigma. Methodology: This paper has analyzed four case studies in order to get a deeper understanding of the phenomenon stigma. LÄS MER

3. 7. Activating Brand Nostalgia: A case study of Cuba Cola and Igloo

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Rebecca Roos; Rebecka Corell; Zakariae Fouzbi; [2020]
   Nyckelord :Brand heritage; Retro brands; Nostalgia; Corporate Brand Identity Matrix; 4A:s of Retro Branding; Relaunch; Business and Economics;

   Sammanfattning : Abstract Purpose: The purpose of this study is to understand the strategic choices made to activate nostalgia in the relaunches of Igloo and Cuba Cola. Methodology: Qualitative research based on primary and secondary data. Primary data was created by three interviews. LÄS MER

4. 8. Antagonistic Nation Branding Strategies: The Case of North Korea

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Stefan Pelev; Neïla Imène Zaraa; Christina Julia Pretz; [2020]
   Nyckelord :Nation Branding; Brand Identity; Propaganda; Symbols; North Korea; Business and Economics;

   Sammanfattning : Purpose: This paper aims to uncover the complexity of nation branding strategies, specifically in relation to antagonistic nations using a case study of North Korea. Design/methodology/approach: To provide background context and discuss all relevant theories to this analysis, an extensive literature review has been conducted. LÄS MER

5. 9. Management of Events Over Time: The Paradox of Brand Continuity and Change

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Johanna Eckerbom; Julija Jadzeviciute; Ching Yen Yang; [2019]
   Nyckelord :Events; Change Management; Core Value Framework; Corporate Brand Identity Matrix; Brand Continuity; Business and Economics;

   Sammanfattning : Aim: The purpose of this paper is to understand how events manage change over time and the paradox of managing brand continuity while staying relevant. Method: Qualitative research based on secondary data. LÄS MER

7. 10. Leadership and Brand Alignment

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Louise Hesseborn; Hampus Harrysson; Isabell Weber; [2019]
   Nyckelord :Visibility; Brand Identity; Leadership Theory; Brand Orientation; Brand-Oriented Leadership; Business and Economics;

   Sammanfattning : The purpose of this journal is to describe and analyse both the corporate leader's and the brand’s visibility in order to understand the different types of alignment between corporate leaders and brands. The research has a qualitative and inductive approach and is conducted through a multiple-case study where four leaders and their respective brands were described and analysed. LÄS MER