Absolut - A Cultural Approach To A Brand’s Communication Success
(2019) SKOM12 20191Department of Strategic Communication
- Abstract
- This paper is interested in the phenomenon whereby Absolut as a brand has become successful regardless of the fact that it promotes a generic product: vodka. However, instead of considering the most established factor for brand success, brand equity, this qualitative study attempts to use a more cultural-based approach in order to delve deeper into the questions of why the consumer actually connects with and is attracted to the messages from Absolut. By making a historical analysis of ten Absolut campaigns both chronologically and then thematically, the paper aims to use the cultural branding theory framework to reveal the reasons for Absolut’s success. Through the research, it is discovered that by creating globally relevant myths,... (More)
- This paper is interested in the phenomenon whereby Absolut as a brand has become successful regardless of the fact that it promotes a generic product: vodka. However, instead of considering the most established factor for brand success, brand equity, this qualitative study attempts to use a more cultural-based approach in order to delve deeper into the questions of why the consumer actually connects with and is attracted to the messages from Absolut. By making a historical analysis of ten Absolut campaigns both chronologically and then thematically, the paper aims to use the cultural branding theory framework to reveal the reasons for Absolut’s success. Through the research, it is discovered that by creating globally relevant myths, Absolut has developed an engaging relationship with its audience, explaining its brand success. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8982603
- author
- Note, Victoria LU
- supervisor
- organization
- course
- SKOM12 20191
- year
- 2019
- type
- H2 - Master's Degree (Two Years)
- subject
- language
- English
- id
- 8982603
- date added to LUP
- 2019-07-05 09:21:12
- date last changed
- 2019-07-05 09:21:12
@misc{8982603,
abstract = {{This paper is interested in the phenomenon whereby Absolut as a brand has become successful regardless of the fact that it promotes a generic product: vodka. However, instead of considering the most established factor for brand success, brand equity, this qualitative study attempts to use a more cultural-based approach in order to delve deeper into the questions of why the consumer actually connects with and is attracted to the messages from Absolut. By making a historical analysis of ten Absolut campaigns both chronologically and then thematically, the paper aims to use the cultural branding theory framework to reveal the reasons for Absolut’s success. Through the research, it is discovered that by creating globally relevant myths, Absolut has developed an engaging relationship with its audience, explaining its brand success.}},
author = {{Note, Victoria}},
language = {{eng}},
note = {{Student Paper}},
title = {{Absolut - A Cultural Approach To A Brand’s Communication Success}},
year = {{2019}},
}