Against all odds - a narrative approach towards underdog brands
(2018) SKOM12 20181Department of Strategic Communication
- Abstract
- Against all odds – a narrative approach towards underdog brands.
This study aims to develop a narrative understanding of how an underdog position is
achieved, by investigating underdog brand narrative construction from two cases: Oatlyand Tesla. Underdog brand biography and narrative theory was used to provide a framework of how the brand underdog narrative was encapsulated. By adopting a semiotic approach,it was possible to unveil their strategies within the industries they operate: theyact as challengers of the status quo towards their market, yet they adopt a traditional marketing approach to reach their consumers.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8948466
- author
- Palmqvist, Anders LU
- supervisor
- organization
- course
- SKOM12 20181
- year
- 2018
- type
- H2 - Master's Degree (Two Years)
- subject
- keywords
- Underdog, Brand positioning, Semiotics, Narrative communication
- language
- English
- id
- 8948466
- date added to LUP
- 2018-06-12 13:29:23
- date last changed
- 2018-06-12 13:29:23
@misc{8948466,
abstract = {{Against all odds – a narrative approach towards underdog brands.
This study aims to develop a narrative understanding of how an underdog position is
achieved, by investigating underdog brand narrative construction from two cases: Oatlyand Tesla. Underdog brand biography and narrative theory was used to provide a framework of how the brand underdog narrative was encapsulated. By adopting a semiotic approach,it was possible to unveil their strategies within the industries they operate: theyact as challengers of the status quo towards their market, yet they adopt a traditional marketing approach to reach their consumers.}},
author = {{Palmqvist, Anders}},
language = {{eng}},
note = {{Student Paper}},
title = {{Against all odds - a narrative approach towards underdog brands}},
year = {{2018}},
}