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Market(ing) brand hijacks and consumer tribes

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Market(ing) brand hijacks and consumer tribes

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Samenvatting

This final thesis analyses the marketing phenomenon “brand hijack. As it is understood in this thesis, ‘Serendipitous Brand Hijack’ refers to an accidental take over by a neo-tribe or subculture where a certain brand and its image is being reinvented. However, Co-created Brand Hijack is a planned strategy by a company of introducing a product into the market by creating the illusion of not using any marketing (examples: Red Bull, The Blair Witch Project). - RESEARCH QUESTION: From a social and cultural point of view – what leads to a fashion brand hijack? - CASE STUDIES: (1) Doc Martens: from subculture to blogger’s favourites. – (2) Lonsdale: a Skinhead takeover. – (3) Hilfiger: Hip Hop era vs. the Preppy look.

OrganisatieHogeschool van Amsterdam
InstituutMedia, Creatie en Informatie
Gepubliceerd in
Jaar2015
TypeBachelorscriptie
TaalEngels

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