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From Cheap to Charming: Rejuvenating Low-Cost Brands

Åström, Anna LU ; Hammarlund, Frida LU and Hassel, Rebecka LU (2025) In LBMG Strategic Brand Management - Masters Paper Series BUSN21 20252
Department of Business Administration
Abstract
Purpose
This paper aims to explore how low-cost brands can rejuvenate and create an emotionally
engaging brand identity, moving beyond their low-price positioning.

Methodology
A qualitative research approach has been used, drawing on both primary and secondary data. The
primary data consist of semi-structured interviews exploring low-cost brands and their
marketing. The secondary data includes a dual case study of two low-cost brands, Lidl and
Eldorado, supported by a literature review of relevant theoretical concepts.

Findings
This study explores how low-cost brands can rejuvenate and create emotionally engaging
identities beyond their low-cost positioning. The analysis shows that humor and irony serve as
key tools for... (More)
Purpose
This paper aims to explore how low-cost brands can rejuvenate and create an emotionally
engaging brand identity, moving beyond their low-price positioning.

Methodology
A qualitative research approach has been used, drawing on both primary and secondary data. The
primary data consist of semi-structured interviews exploring low-cost brands and their
marketing. The secondary data includes a dual case study of two low-cost brands, Lidl and
Eldorado, supported by a literature review of relevant theoretical concepts.

Findings
This study explores how low-cost brands can rejuvenate and create emotionally engaging
identities beyond their low-cost positioning. The analysis shows that humor and irony serve as
key tools for transforming functional associations into emotional connections. Lidl and Eldorado
both used these strategies to turn the stigma of low-cost consumption into positive social
commentary and brand personality. While both generated cultural buzz and a favorable halo
effect, Eldorado achieved a more coherent rejuvenation. To support managers in similar efforts,
we propose a checklist emphasizing four consistency pillars: Identity, Relevance, Alignment, and
Impact. (Less)
Please use this url to cite or link to this publication:
author
Åström, Anna LU ; Hammarlund, Frida LU and Hassel, Rebecka LU
supervisor
organization
course
BUSN21 20252
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand identity, Revitalization, Rejuvenation, Low-cost brands, Humor, Irony, Brand extension
publication/series
LBMG Strategic Brand Management - Masters Paper Series
language
English
id
9214646
date added to LUP
2025-11-12 11:31:42
date last changed
2025-11-12 11:31:42
@misc{9214646,
  abstract     = {{Purpose
This paper aims to explore how low-cost brands can rejuvenate and create an emotionally
engaging brand identity, moving beyond their low-price positioning.

Methodology
A qualitative research approach has been used, drawing on both primary and secondary data. The
primary data consist of semi-structured interviews exploring low-cost brands and their
marketing. The secondary data includes a dual case study of two low-cost brands, Lidl and
Eldorado, supported by a literature review of relevant theoretical concepts.

Findings
This study explores how low-cost brands can rejuvenate and create emotionally engaging
identities beyond their low-cost positioning. The analysis shows that humor and irony serve as
key tools for transforming functional associations into emotional connections. Lidl and Eldorado
both used these strategies to turn the stigma of low-cost consumption into positive social
commentary and brand personality. While both generated cultural buzz and a favorable halo
effect, Eldorado achieved a more coherent rejuvenation. To support managers in similar efforts,
we propose a checklist emphasizing four consistency pillars: Identity, Relevance, Alignment, and
Impact.}},
  author       = {{Åström, Anna and Hammarlund, Frida and Hassel, Rebecka}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Strategic Brand Management - Masters Paper Series}},
  title        = {{From Cheap to Charming: Rejuvenating Low-Cost Brands}},
  year         = {{2025}},
}