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Against all odds - a narrative approach towards underdog brands

Palmqvist, Anders LU (2018) SKOM12 20181
Department 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.
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author
Palmqvist, Anders LU
supervisor
organization
course
SKOM12 20181
year
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},
  keyword      = {Underdog,Brand positioning,Semiotics,Narrative communication},
  language     = {eng},
  note         = {Student Paper},
  title        = {Against all odds - a narrative approach towards underdog brands},
  year         = {2018},
}