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Dramatically Changing Brand Image

Orheim, Johanna LU ; Bluhme, Saga LU and Michelsen, Clara LU (2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182
Department of Business Administration
Abstract
The purpose of this journal is to further investigate how a brand, during a limited time frame, can change an unwanted image by challenging the stereotypical perceptions of their brand by adding an element of surprise. The research is conducted through a multiple-case study consisting of four cases: Mercedes-Benz, Opel, McDonald’s and Lidl. A resulting matrix has been developed to demonstrate the findings on how the actions in each case impact the change of brand image. The journal has found the impact on change of brand image to depend on the level of challenged perceptions and the visibility of the sender, where the rhetorical concept of paraprosdokian enables greater dramatical impact on change of brand image. Thus, surprising elements... (More)
The purpose of this journal is to further investigate how a brand, during a limited time frame, can change an unwanted image by challenging the stereotypical perceptions of their brand by adding an element of surprise. The research is conducted through a multiple-case study consisting of four cases: Mercedes-Benz, Opel, McDonald’s and Lidl. A resulting matrix has been developed to demonstrate the findings on how the actions in each case impact the change of brand image. The journal has found the impact on change of brand image to depend on the level of challenged perceptions and the visibility of the sender, where the rhetorical concept of paraprosdokian enables greater dramatical impact on change of brand image. Thus, surprising elements have been proven to have a high impact when addressing brand prejudices. The matrix can function as a managerial tool which can be used for companies coordinating themselves while conducting activities regarding change of brand image. (Less)
Please use this url to cite or link to this publication:
author
Orheim, Johanna LU ; Bluhme, Saga LU and Michelsen, Clara LU
supervisor
organization
course
BUSN21 20182
year
type
L3 - Miscellaneous, Projetcs etc.
subject
keywords
Brand image change, paraprosdokian, cognitive dissonance, brand perceptions, brand prejudices, elements of surprise
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
8963412
date added to LUP
2018-11-29 09:20:34
date last changed
2018-11-29 09:20:34
@misc{8963412,
  abstract     = {{The purpose of this journal is to further investigate how a brand, during a limited time frame, can change an unwanted image by challenging the stereotypical perceptions of their brand by adding an element of surprise. The research is conducted through a multiple-case study consisting of four cases: Mercedes-Benz, Opel, McDonald’s and Lidl. A resulting matrix has been developed to demonstrate the findings on how the actions in each case impact the change of brand image. The journal has found the impact on change of brand image to depend on the level of challenged perceptions and the visibility of the sender, where the rhetorical concept of paraprosdokian enables greater dramatical impact on change of brand image. Thus, surprising elements have been proven to have a high impact when addressing brand prejudices. The matrix can function as a managerial tool which can be used for companies coordinating themselves while conducting activities regarding change of brand image.}},
  author       = {{Orheim, Johanna and Bluhme, Saga and Michelsen, Clara}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{Dramatically Changing Brand Image}},
  year         = {{2018}},
}