In the current postmodern society we live in (a society where social ties are formed around market mediated offerings), brands play very powerful and influential roles over consumers. Since people are likely to use a brand they like as a status symbol or value system to determine and show their self-worth …

The aim of this research report is to provide an analysis of the business environment and growth opportunities for the assignment provider Primatrassen. The research was based on answering the question: How can Primatrassen improve its overall performance? To be able to find the answer to this question, …

Kavinuko prekyba JSC is a Lithuanian private limited liability company. Gurman’s is the main coffee and tea brand of Kavinuko prekyba. The main business activity of the company is wholesale and retail of naturally flavoured high quality coffee. Company is willing to find more partners abroad and expand …

In the psychological field, a lot of progress has been made in values theory. In marketing theory, however, the use of values has been undervalued. Despite the widespread managerial use of brand values, attention has remained focused on the brand personality concept. This book intends to provide a new …

This report is created for advertising agencies that are looking for ways to reach the 50+ consumer by means of the marketing communication technique: branded content. The report contains information about the implementation of branded content as integrated part of the marketing communication strategy …

Over the past few years the terms 'fair trade', 'sustainable' and 'organic' have become more present in combination with tea products in the supermarkets. These terms are used for many different goals. Some suppliers actually try to provide the consumer with a product that has been produced following …

Victoria's Secret is the leading specialty retailer of lingerie and beauty products. This brand is dominating the world with body fashion, fragrances and cosmetics. In addition, Victoria’s Secret is also globally recognized for their supermodels and world-famous fashion shows. There are more than 1,000 …

This paper aims to show how current insights on place branding are used to organize “green” entrepreneurship in the Dutch Utrechtse Heuvelrug region. The role of place is explored in establishing a differentiated meaning for green entrepreneurship and providing an inspirational source for innovations, …

Urban Outfitters is a U.S. based global fashion retailer that offers an eclectic mix of products. These products range from apparel and accessories to home décor items and gifts. The brand targets an urban-minded audience between the ages of 18 to 30. Although Urban Outfitters is operating in one of …

Television advertising is the most effective wayof advertising, however, media clutter and high expenses frequently stand in the way of its effectiveness. The purpose of this research involves one variable of which the value might beunderestimated when creating a television ad: music. Its contribution …