Sökning: "symbolic brand"

Visar resultat 21 - 25 av 90 uppsatser innehållade orden symbolic brand.

  1. 21. Digital profilering av lyxvarumärken inom retail : Uppbyggnad av en exklusiv kundupplevelse i en digital kontext

    Magister-uppsats, Linköpings universitet/Institutionen för ekonomisk och industriell utveckling; Linköpings universitet/Filosofiska fakulteten

    Författare :Hanna Håkansson; Karin Victorin; [2021]
    Nyckelord :företagsekonomi; strategi; marknadsföring; varumärkesprofilering; lyxvarumärken; retail; digital;

    Sammanfattning : Title: Digital profiling of luxury brands within retail Digital sales in retail have increased significantly over the past decade and the trend has accelerated as a result of the current Covid-19 pandemic. Motives for luxury consumption are often described as the symbolic desire to achieve a certain status, success and identification. LÄS MER

  3. 22. Generation Z has opened the can

    Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

    Författare :Emma Carlzon; Isabella Rammasi; [2021]
    Nyckelord :Snus; White tobacco-free snus; Generation Z; Branding strategies; Digital marketing; Symbolic Consumption; Influencer-marketing; Lyft; Social Sciences;

    Sammanfattning : This study has examined the relationship between the increase in consumption of white snus among Generation Z in Sweden and the branding strategies used by the nicotine brand LYFT. The purpose of this research has been to gain an understanding of how a brand can market a regulated product to a young consumer segment by conducting strategic communication prefered by these young individuals. LÄS MER

  4. 23. 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

  5. 24. Under Pressure - Tensions in the acquiring firms' corporate brand identity

    Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

    Författare :Anna-Maria Ostermann; Emma Impeciati; [2020]
    Nyckelord :Corporate Brand Identity; Merger and Acquisition; Integration; B2B Branding; Tensions; Business and Economics;

    Sammanfattning : Thesis Purpose: The purpose is to explore post-acquisition tensions in a B2B firm's corporate brand identity to better understand why tensions emerge, what effect those tensions have, and lastly, how these tensions may be dealt with, if at all. Methodology: A qualitative multiple case study based on four companies with a constructionist and inductive approach has been executed in this thesis. LÄS MER

  7. 25. Dismantling the Creative Director : a media content analysis of creative directors Daniel Lee and Simon Porte Jacquemus

    Kandidat-uppsats, Lunds universitet/Avdelningen för modevetenskap

    Författare :Isabella Österlund; Allis Stenwall; [2020]
    Nyckelord :Creative director; fashion; luxury fashion; zeitgeist; consumer; fashion system; fashion-ology; social media; symbolic value; Daniel Lee; Bottega Veneta; Simon Porte Jacquemus; Jacquemus; field; communication; creativity; craftsmanship.; Cultural Sciences;

    Sammanfattning : This bachelor’s dissertation is written by Allis Stenvall and Isabella Österlund (2020), Division of Fashion Science, Lund University. The study titled “Dismantling the creative director” - A media content analysis of creative directors Daniel Lee and Simon Porte Jaquemus aims to analyze and understand the expectation and definitions of a creative director at a luxury fashion house and what influence the modern consumer has on fashion in the current zeitgeist. LÄS MER