Brand Archeology - Identifying Pivotal Moments Shaping the Brand Today
(2023) BUSN39 20231Department of Business Administration
- Abstract
- Title: Brand Archaeology - Identifying Pivotal Moments Shaping the Brand Today
Date of Submission: 2023-05-31
Course: BUSN39 Degree Project in Global Marketing
Authors: Herman Vähäkangas & Kevin Blomkvist
Supervisor: Mats Urde
Keywords: Brand archaeology, pivotal moments, brand identity, corporate branding, excavation, artifacts.
Purpose: The purpose of this study is to discover pivotal moments influencing brand identity through the concept deemed as brand archeology.
Methodology: A qualitative multiple case study with a constructionist and inductive approach was executed in this research. Interviews with former directors and managers at Absolut, Ericsson, and Lemminkäinen were conducted.
Theoretical Perspectives:... (More) - Title: Brand Archaeology - Identifying Pivotal Moments Shaping the Brand Today
Date of Submission: 2023-05-31
Course: BUSN39 Degree Project in Global Marketing
Authors: Herman Vähäkangas & Kevin Blomkvist
Supervisor: Mats Urde
Keywords: Brand archaeology, pivotal moments, brand identity, corporate branding, excavation, artifacts.
Purpose: The purpose of this study is to discover pivotal moments influencing brand identity through the concept deemed as brand archeology.
Methodology: A qualitative multiple case study with a constructionist and inductive approach was executed in this research. Interviews with former directors and managers at Absolut, Ericsson, and Lemminkäinen were conducted.
Theoretical Perspectives: In creating and developing the Brand Archaeology Framework, the fields of archaeology, corporate brand identity, and storytelling acted as the foundation.
Empirical Data: The empirical data consists of interviews with the aforementioned directors and managers and documents extracted from company websites.
Conclusion: The Brand Archaeology Framework is utilized in order to identify pivotal moments within a brand's past. The pivotal moments can, in turn, be used to provide valuable insights which can affect and assist in future decision-making.
Word count: 35982 words. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9127277
- author
- Vähäkangas, Herman LU and Blomkvist, Kevin LU
- supervisor
-
- Mats Urde LU
- organization
- course
- BUSN39 20231
- year
- 2023
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Brand archaeology, pivotal moments, brand identity, corporate branding, excavation, artifacts.
- language
- English
- id
- 9127277
- date added to LUP
- 2023-06-29 09:33:41
- date last changed
- 2023-06-29 09:33:41
@misc{9127277,
abstract = {{Title: Brand Archaeology - Identifying Pivotal Moments Shaping the Brand Today
Date of Submission: 2023-05-31
Course: BUSN39 Degree Project in Global Marketing
Authors: Herman Vähäkangas & Kevin Blomkvist
Supervisor: Mats Urde
Keywords: Brand archaeology, pivotal moments, brand identity, corporate branding, excavation, artifacts.
Purpose: The purpose of this study is to discover pivotal moments influencing brand identity through the concept deemed as brand archeology.
Methodology: A qualitative multiple case study with a constructionist and inductive approach was executed in this research. Interviews with former directors and managers at Absolut, Ericsson, and Lemminkäinen were conducted.
Theoretical Perspectives: In creating and developing the Brand Archaeology Framework, the fields of archaeology, corporate brand identity, and storytelling acted as the foundation.
Empirical Data: The empirical data consists of interviews with the aforementioned directors and managers and documents extracted from company websites.
Conclusion: The Brand Archaeology Framework is utilized in order to identify pivotal moments within a brand's past. The pivotal moments can, in turn, be used to provide valuable insights which can affect and assist in future decision-making.
Word count: 35982 words.}},
author = {{Vähäkangas, Herman and Blomkvist, Kevin}},
language = {{eng}},
note = {{Student Paper}},
title = {{Brand Archeology - Identifying Pivotal Moments Shaping the Brand Today}},
year = {{2023}},
}