Sökning: "symbolic brand value"

Visar resultat 1 - 5 av 32 uppsatser innehållade orden symbolic brand value.

1. 1. Creation of identity value in video advertising: Performing identity myths of stigmatized groups of society

   Master-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Antonia Pumarino; [2023]
   Nyckelord :Identity value; identity myth; personification; discourse advertising; social tensions; cultural branding; critical discourse analysis; Social Sciences;

   Sammanfattning : Brands have changed their approach to advertising, instead of offering products, nowadays they offer ways of living and seeing the world. To do so, they own a symbolic language which is embodied in advertising discourse. Brands aim to create more profound relationships with consumers and to concretise it, they have a variety of strategies at hand. LÄS MER

3. 2. Luxury Fashion Brands are Racing to Become Pioneers in The Use of Influencer Marketing: An Exploratory Study on How This Can Be Achieved and The Impacts on Brand Perceptions

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

   Författare :Mariam Elsayed; [2022]
   Nyckelord :Influencer Marketing; Luxury Fashion; Luxury Value; Brand Identity; Brand Image;

   Sammanfattning : As the digital evolution continues to take on the world industry by industry, luxury fashion brands are left with no choice but to adapt to the new means of media consumption. Numerous luxury fashion brands are implementing influencer marketing strategies to communicate their brand's message in novel ways. LÄS MER

4. 3. Luxury fashion and nostalgia : A study from a marketing perspective

   Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

   Författare :Malin Tasapuro; Pontus Johansson; [2022]
   Nyckelord :luxury fashion; branding; nostalgia; marketing; symbolic meaning;

   Sammanfattning : Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. LÄS MER

5. 4. Materiality and Brand Discursivity: Study case on commodities and discursive practices in the Swedish market.

   Master-uppsats, Lunds universitet/Avdelningen för etnologi

   Författare :Ray Rodriguez Manrique; [2022]
   Nyckelord :Discourse Analysis; Brand discourse; Materiality; Commodities; Social Biography of Objects; Cultural Sciences;

   Sammanfattning : This thesis analyzes the link between materiality and brand discursiveness. This study examines how material culture contributes to brand narratives' meaning and symbolic construction. For this purpose, the creation of commodities with metal obtained from molten guns is analyzed through a discursive analysis and anthropological theory. LÄS MER

7. 5. Ett besök i den digitala flaggskeppsbutiken. En kvalitativ studie av Totêmes digitala närvaro och kommunikation i deras förmedlande av varumärkesidentitet

   Kandidat-uppsats, Lunds universitet/Avdelningen för modevetenskap

   Författare :Rebecca Viberg; [2020]
   Nyckelord :Flagship store; brand; brand identity; Instagram; Totême; Cultural Sciences;

   Sammanfattning : The aim of this bachelor thesis is to analyze how Instagram as a platform refer to the traditional flagship store regarding the transmit of a fashion house brand identity. More specific will the thesis investigate and analyze the Swedish fashion house Totême’s digital presence and communication in relation to the flagship store on Biblioteksgatan 5 in Stockholm, Sweden. LÄS MER