How does body image relate to brand image? An analysis of brands incorporating the body positivity movement
(2022) In The Strategic Brand Management: Master Papers BUSN21 20222Department of Business Administration
- Abstract
- Purpose: The importance of body positivity is visible in its remarkable media presence. The movement entails challenges such as opportunities for brands. The purpose of this paper is to examine why companies adapt to the body positivity movement, what they are exactly doing regarding body positivity and how this is related to the brand’s reputation.
Methodology: Literature and media review, Case studies, Survey
Findings: The reasons why companies chose to incorporate the body positivity movement differ. According to the motivation, suitable implementation strategies are put in place which lead to different perceptions. The paper finds that it is crucial for a brand to have consistent and authentic incorporation of body positivity to... (More) - Purpose: The importance of body positivity is visible in its remarkable media presence. The movement entails challenges such as opportunities for brands. The purpose of this paper is to examine why companies adapt to the body positivity movement, what they are exactly doing regarding body positivity and how this is related to the brand’s reputation.
Methodology: Literature and media review, Case studies, Survey
Findings: The reasons why companies chose to incorporate the body positivity movement differ. According to the motivation, suitable implementation strategies are put in place which lead to different perceptions. The paper finds that it is crucial for a brand to have consistent and authentic incorporation of body positivity to earn a strong reputation.
Original/value: The paper contributes to the understanding of what a brand should consider when incorporating a trendy movement. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9102365
- author
- Flemming, Julian LU ; Anderegg, Lisa LU and Stephan, Maud LU
- supervisor
-
- Mats Urde LU
- Frans Melin LU
- organization
- course
- BUSN21 20222
- year
- 2022
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- body positivity, brand management, Dove, Aerie, Victoria’s Secret
- publication/series
- The Strategic Brand Management: Master Papers
- language
- English
- id
- 9102365
- date added to LUP
- 2022-11-08 11:22:01
- date last changed
- 2022-11-08 11:22:01
@misc{9102365,
abstract = {{Purpose: The importance of body positivity is visible in its remarkable media presence. The movement entails challenges such as opportunities for brands. The purpose of this paper is to examine why companies adapt to the body positivity movement, what they are exactly doing regarding body positivity and how this is related to the brand’s reputation.
Methodology: Literature and media review, Case studies, Survey
Findings: The reasons why companies chose to incorporate the body positivity movement differ. According to the motivation, suitable implementation strategies are put in place which lead to different perceptions. The paper finds that it is crucial for a brand to have consistent and authentic incorporation of body positivity to earn a strong reputation.
Original/value: The paper contributes to the understanding of what a brand should consider when incorporating a trendy movement.}},
author = {{Flemming, Julian and Anderegg, Lisa and Stephan, Maud}},
language = {{eng}},
note = {{Student Paper}},
series = {{The Strategic Brand Management: Master Papers}},
title = {{How does body image relate to brand image? An analysis of brands incorporating the body positivity movement}},
year = {{2022}},
}