Brand Identity: What Went Wrong
(2018) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20182Department of Business Administration
- Abstract (Swedish)
- Purpose: The creation of brand and brand identity has been discussed widely among scholars. However, the literature about what causes a brand to lose its identity is rarely tackled. Therefore, this research serves as a preliminary examination by looking into the causes and actions undertaken by organisations that are negatively projected on the brand identity.
Methodology: Secondary data analysis based on literature review and case studies.
Findings: The research highlights the implications of the strategic decisions and approaches that results in a brand identity crisis for companies.
Original/value: The paper provides a new perspective regarding the brand identity. It aims to examine and determine the causes and actions... (More) - Purpose: The creation of brand and brand identity has been discussed widely among scholars. However, the literature about what causes a brand to lose its identity is rarely tackled. Therefore, this research serves as a preliminary examination by looking into the causes and actions undertaken by organisations that are negatively projected on the brand identity.
Methodology: Secondary data analysis based on literature review and case studies.
Findings: The research highlights the implications of the strategic decisions and approaches that results in a brand identity crisis for companies.
Original/value: The paper provides a new perspective regarding the brand identity. It aims to examine and determine the causes and actions adopted by companies that result in a brand identity crisis. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8963672
- author
- Tumjanda, Anupong LU ; Ayouche, Najwa and Subiñas, Elsa
- supervisor
- organization
- course
- BUSN21 20182
- year
- 2018
- type
- L3 - Miscellaneous, Projetcs etc.
- subject
- keywords
- brand, brand identity, brand dilution, losing brand identity
- publication/series
- LBMG Strategic Brand Management - Masters Paper Series
- language
- English
- id
- 8963672
- date added to LUP
- 2018-11-30 11:33:10
- date last changed
- 2018-11-30 11:33:10
@misc{8963672,
abstract = {{Purpose: The creation of brand and brand identity has been discussed widely among scholars. However, the literature about what causes a brand to lose its identity is rarely tackled. Therefore, this research serves as a preliminary examination by looking into the causes and actions undertaken by organisations that are negatively projected on the brand identity.
Methodology: Secondary data analysis based on literature review and case studies.
Findings: The research highlights the implications of the strategic decisions and approaches that results in a brand identity crisis for companies.
Original/value: The paper provides a new perspective regarding the brand identity. It aims to examine and determine the causes and actions adopted by companies that result in a brand identity crisis.}},
author = {{Tumjanda, Anupong and Ayouche, Najwa and Subiñas, Elsa}},
language = {{eng}},
note = {{Student Paper}},
series = {{LBMG Strategic Brand Management - Masters Paper Series}},
title = {{Brand Identity: What Went Wrong}},
year = {{2018}},
}