Sökning: "corporate heritage brands"

Visar resultat 1 - 5 av 10 uppsatser innehållade orden corporate heritage brands.

  1. 1. Esports brand shortcomings and opportunities

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Dominykas Vidziunas; Vinh Dao; [2021]
    Nyckelord :Esports; video games; brand heritage; corporate social responsibility; legitimacy; Business and Economics;

    Sammanfattning : Purpose: Esports is a young industry that is experiencing an enormous boom in popularity. However, negative public perceptions are abundant, and there is a distinct lack of literature discussing esports from the branding perspective. LÄS MER

  3. 2. The Nationalist Beauty Ideal

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Elin Fransson; Asta Nordlund; [2021]
    Nyckelord :Regional Identity; National Identity; Banal Nationalism; Critical Discourse Analysis; Marketing Communication; Cultural Heritage; Corporate Visual Identity System; Country of Origin; Scandinavia; Scandinavian Beauty; Business and Economics;

    Sammanfattning : Purpose: The purpose of this study is to explore how drawing upon nationalism and regionalism in the marketing of brands may lead to unintended consequences in greater society. This purpose has been reached by studying the Nationalist and Scandinavian discourses used in the marketing of eleven Scandinavian beauty brands. LÄS MER

  4. 3. 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

  5. 4. There’s a Snake in My Boot!

    L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Elehored Nayeli Díaz Esquivel; Cristina González Bustillo; Sutapatr Tangstitporn; [2019]
    Nyckelord :Brand identity; corporate brand management; exotic skins; luxury industry; leather goods; sustainability; ethics; Business and Economics;

    Sammanfattning : Kering is a multi-player in the luxury industry, owning high-end brands such as Gucci, Saint Laurent, Alexander McQueen, among others. A range of product lines of these brands use exotic skins as raw materials. Some argue that the use of such materials is too cruel and that the animal welfare cannot be guaranteed. LÄS MER

  7. 5. Factors Affecting Consumer-Based Brand Equity in a Storytelling Context : A quantitative study demostrating that traditional marketing needs more narrative

    Uppsats för yrkesexamina på avancerad nivå, Umeå universitet/Företagsekonomi

    Författare :Oliver Chicaiza; Carl Fredrik Somp; [2018]
    Nyckelord :;

    Sammanfattning : Corporate storytelling is what happens when brands are telling their stakeholders stories. These stories can carry a vast array of messages, but in many cases, theyare just stories. Stories of founders, stories of people in the history of a company, stories of the heritage that a particular brand carries and has carried for centuries. LÄS MER