Authentic Thinking, Branding Differently
(2010)Department of Business Administration
- Abstract
- Authentic Thinking, Branding Differently examines how iconic personal brand are created and how they affect iconic brand creation and perceived authenticity. It utilizes an abductive approach when studying narratives concerning Steve Jobs and Apple through Joseph Campbell’s Hero Cycle. In conclusion, the thesis acknowledges iconic personal brands, when tightly connected to a brand, as viable instruments for iconic brand creation and further strengthens perceived authenticity of the company in question.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/1685491
- author
- Enström, Axel
- supervisor
- organization
- year
- 2010
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Personal Brands:Cultural Branding:Authenticity:Icons:Mythology, Management of enterprises, Företagsledning, management
- language
- Swedish
- id
- 1685491
- date added to LUP
- 2010-06-08 00:00:00
- date last changed
- 2012-04-02 18:11:46
@misc{1685491, abstract = {{Authentic Thinking, Branding Differently examines how iconic personal brand are created and how they affect iconic brand creation and perceived authenticity. It utilizes an abductive approach when studying narratives concerning Steve Jobs and Apple through Joseph Campbell’s Hero Cycle. In conclusion, the thesis acknowledges iconic personal brands, when tightly connected to a brand, as viable instruments for iconic brand creation and further strengthens perceived authenticity of the company in question.}}, author = {{Enström, Axel}}, language = {{swe}}, note = {{Student Paper}}, title = {{Authentic Thinking, Branding Differently}}, year = {{2010}}, }