Dramatically Changing Brand Image
(2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182Department 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:
http://lup.lub.lu.se/student-papers/record/8963412
- author
- Orheim, Johanna LU ; Bluhme, Saga LU and Michelsen, Clara LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN21 20182
- year
- 2018
- 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}}, }