The brand management into the funeral market: from the launch of a product to the consumer's mind

Pacini, Francesco (A.A. 2020/2021) The brand management into the funeral market: from the launch of a product to the consumer's mind. Tesi di Laurea in Web analytics e marketing, Luiss Guido Carli, relatore Matteo De Angelis, pp. 80. [Master's Degree Thesis]

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The brand. The branding process: definition and relevance of the analysis. Brand process: why is so important. Brand process: how we build a brand. Growth and development potential. Seven factors we need to consider in order to navigate a responsible course between stretch and over-reach. Critical aspects of branding: resistance to the innovation. The brand and the consumer. Impact of brand awareness on consumer purchase intention. Customer loyalty and satisfaction. Customer buying decision process. Factors influencing consumer behaviour. Types of consumers: market segmentation and target market selection. Customer experience. Marketing and branding in funeral market: Prima Bottega and their products. Marketing in the funeral market. Introduction to the case company. Building brand identity for the urne product and B2C selling strategy. Prima Bottega and the manemecum project. Project management. The psychology of color and choice for our product. The product.

Thesis Type: Master's Degree Thesis
Institution: Luiss Guido Carli
Degree Program: Master's Degree Programs > Master's Degree Program in Marketing (LM-77)
Chair: Web analytics e marketing
Thesis Supervisor: De Angelis, Matteo
Thesis Co-Supervisor: Pozharliev, Rumen Ivaylov
Academic Year: 2020/2021
Session: Autumn
Deposited by: Alessandro Perfetti
Date Deposited: 31 May 2022 08:54
Last Modified: 31 May 2022 08:54


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