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Authentic Thinking, Branding Differently

Enström, Axel (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:
author
Enström, Axel
supervisor
organization
year
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}},
}