Sökning: "luxury positioning"

Visar resultat 1 - 5 av 10 uppsatser innehållade orden luxury positioning.

1. 1. Hennessy to Henny: Brand Hijacking

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Moboluwarin Owoturo; Ida Xing Fredmark; Dimitra Papangeli; [2024]
   Nyckelord :Hennessy; brand heritage; luxury brand; brand positioning; luxury positioning; brand associations; hip hop; 2Pac; USA; cognac; LVMH; Business and Economics;

   Sammanfattning : This master case study delves into Hennessy's strategic efforts to dissociate itself from associations with the US hip hop community during the 1990s to the early 2000s in order to reclaim control over their brand. Authored by three master's students, the case study teaching notes provides insights of how students can solve the case of Hennessy's branding challenges and learn from the the innovative strategies Hennessy employed to overcome them. LÄS MER

3. 2. Trendig aktivism : En multimodal kritisk diskursanalys av Balenciagas marknadsföring av kollektionen Winter 22

   Kandidat-uppsats, Umeå universitet/Institutionen för kultur- och medievetenskaper

   Författare :Felicia Blom; [2023]
   Nyckelord :Balenciaga; Winter 22; ideology; fashion; politics; luxury brand; climate change; war in Ukraine; celebrities; brand positioning;

   Sammanfattning : Balenciaga was one of the most influential fashion brands of 2022. Due to the attention the brand gets in traditional and social media, and their tendency to address political issues during their fashion shows, I consider it relevant to analyse what the brand communicates ideologically. LÄS MER

4. 3. Counterfeit products affect on brand equity: A case study on how counterfeit products affect a luxury brand’s brand equity

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Sonya Martinsson; Josefine Svensson; Rebecca Jönsson; [2022]
   Nyckelord :Counterfeit products; Brand equity; Louis Vuitton; Gucci; Michael Kors; Business and Economics;

   Sammanfattning : Purpose: The purpose of this paper is to investigate how counterfeit products affect a brand’s brand equity with the help from a consumer perspective. Research question: What is the consumer’s perception of counterfeit products? How and why does the consumer’s perception of counterfeit products affect a brand’s brand equity? Methodology: This research paper was based on quantitative research, literature review and three case studies. LÄS MER

5. 4. Applying Purchasing Category Management on a purchasing department to increase its performances : A case study with a luxury automotive manufacturer

   Master-uppsats, KTH/Skolan för industriell teknik och management (ITM)

   Författare :Victor Erik Vincent Cardenas; [2021]
   Nyckelord :Supply-chain; Purchasing; Purchasing Category Management; Purchasing performance; Automotive Manufacturer;

   Sammanfattning : Nowadays, manufacturing companies compete as much with their products as with their supply-chain. Within the overarching stages of supply-chain, purchasing is a process that responds to the organizations needs of acquiring raw materials, components and semi-finished products in order to enable the execution of operations. LÄS MER

7. 5. Limited edition: Collaborations between luxury brands

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lusiyana Ivanova Dimitrova; Linnea Björck; Alice Fregne; [2018]
   Nyckelord :Limited edition; luxury; co-branding; brand characteristics; Business and Economics;

   Sammanfattning : Purpose: The purpose of this paper is to see what luxury brands gain from a limited-edition collaboration in terms of segment, positioning and target group and based on the identity prism, see what characteristics that are transferred from and to the brands in the collaboration. Design/methodology/approach: First a literature review is presented with relevant theories for the purpose of the paper. LÄS MER