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Better late than never - a narrative study of how late entrants position their brand biography in the market

Jöryd, Elin LU (2019) SKOM12 20191
Department of Strategic Communication
Abstract
This study aims to provide a better understanding of how successful late entrants narratively construct their brand biographies in order to position themselves favorably in the market with already dominant players. A multiple case study with two different late entrants, Everlane and Too Faced, has been analyzed by using narratological theories based upon Algirdas Greimas’s hierarchical order of surface- and deep level. The analysis shows that the late entrants construct and built their narratives so that they stand in opposition and want to challenge the status quo of the market in which the already established pioneers operate. The late entrants are positioning themselves as someone who is good and wants to do well for the future and the... (More)
This study aims to provide a better understanding of how successful late entrants narratively construct their brand biographies in order to position themselves favorably in the market with already dominant players. A multiple case study with two different late entrants, Everlane and Too Faced, has been analyzed by using narratological theories based upon Algirdas Greimas’s hierarchical order of surface- and deep level. The analysis shows that the late entrants construct and built their narratives so that they stand in opposition and want to challenge the status quo of the market in which the already established pioneers operate. The late entrants are positioning themselves as someone who is good and wants to do well for the future and the customer. Additionally, the competitors are positioned as being the enemy who stands in opposition to what the late entrants believe and support. (Less)
Please use this url to cite or link to this publication:
author
Jöryd, Elin LU
supervisor
organization
course
SKOM12 20191
year
type
H2 - Master's Degree (Two Years)
subject
keywords
late entrants, brand positioning, brand biography, brand communication, narratology, narratives
language
English
id
8990973
date added to LUP
2019-08-19 15:36:24
date last changed
2019-08-19 15:36:24
@misc{8990973,
  abstract     = {{This study aims to provide a better understanding of how successful late entrants narratively construct their brand biographies in order to position themselves favorably in the market with already dominant players. A multiple case study with two different late entrants, Everlane and Too Faced, has been analyzed by using narratological theories based upon Algirdas Greimas’s hierarchical order of surface- and deep level. The analysis shows that the late entrants construct and built their narratives so that they stand in opposition and want to challenge the status quo of the market in which the already established pioneers operate. The late entrants are positioning themselves as someone who is good and wants to do well for the future and the customer. Additionally, the competitors are positioned as being the enemy who stands in opposition to what the late entrants believe and support.}},
  author       = {{Jöryd, Elin}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Better late than never - a narrative study of how late entrants position their brand biography in the market}},
  year         = {{2019}},
}