ITA Airways' differentiating positioning choice at its launch and the challenges facing a new brand

Zollo, Francesca (A.A. 2021/2022) ITA Airways' differentiating positioning choice at its launch and the challenges facing a new brand. Tesi di Laurea in Consumer behavior, Luiss Guido Carli, relatore Simona Romani, pp. 123. [Master's Degree Thesis]

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Abstract/Index

Concept of rebranding. The company rebranding process. The importance of communication and reputational regeneration. Previous overview situation. BAV–Brand asset valuator. Crisis of the flag carrier. The causes of the crisis: the business model. Adaptation to the dynamic context. BrandTelling. Creation of a new brand. Choice of "ITA Airways". How ITA Airways communication changes. Storytelling–communication of repositioning. Analysis of the product content. Brand positioning. ITA Airways’ brand positioning.

References

Bibliografia: pp. 107-113.

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: Consumer behavior
Thesis Supervisor: Romani, Simona
Thesis Co-Supervisor: Giorgino, Francesco
Academic Year: 2021/2022
Session: Summer
Deposited by: Alessandro Perfetti
Date Deposited: 24 Nov 2022 11:00
Last Modified: 24 Nov 2022 11:00
URI: https://tesi.luiss.it/id/eprint/34063

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