Sökning: "mats urde"

Visar resultat 1 - 5 av 11 uppsatser innehållade orden mats urde.

1. 1. The Underdog Brand Position

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Diogo de Lima; Darragh Moorhouse; Can Üner; [2023]
   Nyckelord :Underdog; Underdog Brand; Underdog Brand Positioning; Brand Positioning; Brand Strategy; Branding; Rhetoric; Brand Identity; Brand Image; Communication; Top Dog; Business and Economics;

   Sammanfattning : Title: The Underdog Brand Position Date of Seminar: 31-05-2023 Course: BUSN39 Degree Project in Global Marketing Authors: Diogo de Lima, Darragh Moorhouse & Can Üner Advisor: Mats Urde Key words: Underdog, Underdog Positioning, Branding, Rhetoric, Identity, Communication, Image, Top Dog. Purpose: The purpose of this paper is to explore the Underdog Brand Position (and its link to Rhetoric) to understand What is an Underdog Brand Position, How are Underdog Brand Positions Used and Why and When is an Underdog Brand Position a viable strategy. 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. A Storytelling and Brand Identity Connection

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Erik Andrén; Therese Hermelin; [2022]
   Nyckelord :Corporate Brand Management; Corporate Brand Identity; Storytelling; Connection; Scandinavian Airlines; Bona; Volvo Cars; Business and Economics;

   Sammanfattning : Title: A Storytelling and Brand Identity Connection - A multiple case study on companies communicating through storytelling and how it can connect to their brand identity. Date of Seminar: June 2, 2022. Course: BUSN39, Degree Project in Global Marketing. Authors: Erik Andrén and Therese Hermelin. LÄS MER

5. 4. Levels of corporate branding - A multiple case study to identify and define levels of corporate branding

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Sofia Lilliehorn; Johanna Schönberg; [2022]
   Nyckelord :Corporate Branding; Levels of Corporate Branding; Corporate Branding Spectrum; Corporate Branding Assessment Matrix; Business and Economics;

   Sammanfattning : Title: Levels of Corporate Branding Date of the Seminar: June 2nd, 2022 Authors: Sofia Lilliehorn & Johanna Schönberg Advisors: Mats Urde Keywords: Corporate Branding, Levels of Corporate Branding, Corporate Branding Spectrum, Corporate Branding Assessment Matrix Thesis purpose: To identify and define levels of corporate branding by exploring what sets corporate branding apart internally and externally. Methodology: A qualitative multiple case study with an abductive approach. LÄS MER

7. 5. The effect of Brand Heritage on Luxury Value Perception “European vs. American Approach to Luxury”

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lusiyana Ivanova Dimitrova; Orkun Aydin; [2019]
   Nyckelord :Brand Heritage; Luxury Value Perception; Two Modes of Luxury; European Approach to Luxury; American Approach to Luxury; Business and Economics;

   Sammanfattning : Title: The effect of Brand Heritage on Luxury Value Perception: “European vs. American Approach to Luxury’’ Course: BUSN39 Degree Project in Global Marketing Authors: Orkun Aydın and Lusiyana Dimitrova Examiner: Mats Urde Supervisor: Javier Cenamor Purpose: The purpose of this study is to examine how brand heritage influences the different dimensions of luxury value perception. LÄS MER