Sökning: "the new strategic brand management"

Visar resultat 1 - 5 av 56 uppsatser innehållade orden the new strategic brand management.

1. 1. Brand Positioning Unveiled: An Insider's Perspective from Industry Professionals

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Felix Ellqvist; Niklas Kjellander; [2023]
   Nyckelord :Brand Positioning; Brand Management; Market Orientation; Brand Orientation; Schools of Positioning; Business and Economics;

   Sammanfattning : Research Purpose & Aim: The purpose of this thesis is to shed light on how individual marketing- & brand-managers conceptualise and approach brand positioning. This study aims to vertically deepen the current knowledge of brand positioning in practice as well as horizontally broaden the literature by taking a unique managerial perceptual perspective. LÄS MER

3. 2. Don't say the "S"word. The Impact of Buzzwords on Brand Trust.

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Lina Radilovic; August Strom; Salomé Morel Cavailhes; [2023]
   Nyckelord :Buzzword; sustainability; linguistics; brand image; brand trust; relationship management; brand loyalty.; Business and Economics;

   Sammanfattning : Purpose: To investigate the impact of buzzwords on consumers' perceptions of marketing messages and their impact on brand trust. Design/methodology/approach: This paper adopts a qualitative and quantitative research method. LÄS MER

4. 3. ”Maximum safety for you – minimum impact on nature” - En multimodal kritisk diskursanalys av Klättermusens hållbarhetskommunikation på Instagram

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

   Författare :Agnes Bergquist; Lisa Olander; [2023]
   Nyckelord :ustainable communication; sustainability; Klättermusen; outdoor; Instagram; greenwashing; branding; reputation management; strategic communication; multimodal critical discourse analysis; Hållbarhetskommunikation; hållbarhet; Klättermusen; Instagram; greenwashing; strategisk kommunikation; marknadsföring; multimodal kritisk diskursanalys;

   Sammanfattning : The climate crisis and the consequences that follow have forced humanity to explore the collective actions that must be taken to curb global warming. As a way to reduce ones carbon footprint, many choose to consume with greater care for the environment, and the interest for sustainable clothing has therefore significantly increased. LÄS MER

5. 4. ”Catch flights, not feelings”: A Qualitative Content Analysis of the Marketing Communication and Brand Management of Ryanair on TikTok and Facebook

   Kandidat-uppsats, Lunds universitet/Institutionen för strategisk kommunikation

   Författare :Victoria Friman; Karin Forslund; [2022]
   Nyckelord :Strategic communication; brand management; brand attitude; brand awareness; brand equity; human to human marketing; marketing communication; social media; Ryanair; TikTok; Facebook; Social Sciences;

   Sammanfattning : Due to the fast paced digitalization, marketers are met with higher demands in order to adapt to new contexts for marketing communication and brand management. The social media platform of TikTok is relatively new and rapidly expanding, creating both opportunities and risks for brands. LÄS MER

7. 5. Reaching for the Stars: An exploratory study to conceptualize product iconicity

   L3-uppsats, Lunds universitet/Företagsekonomiska institutionen

   Författare :Jakob Ferenius; Maria Agustina Carbone; Roosmarijn Morgans; [2020]
   Nyckelord :Iconic products; Iconic brands; Iconicity; Strategic brand management; Cultural branding; Business and Economics;

   Sammanfattning : Background/Problematization: Iconic brands are the gold standard of branding and have established a central role in the consumers’ lives. Behind every iconic brand, we can find iconic products. Despite the importance of these products, iconic products are overlooked in academia. LÄS MER