D'Amone, Ginevra (A.A. 2023/2024) Revitalizing Barbie: analyzing Mattel's brand repositioning. Tesi di Laurea in Management, Luiss Guido Carli, relatore Francesca Vicentini, pp. 57. [Bachelor's Degree Thesis]

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Abstract/Index

The evolution of Barbie and its need for repositioning. Understanding the toy industry landscape. Origins and early history of Barbie. Barbie's impact on society and culture. Examination of challenges faced in the 21st century. Mattel's repositioning journey. Overview of Mattel as Barbie's parent company. The turning point: shifting towards inclusivity and diverse representation. Mattel and Barbie's expansion into new markets and demographics. The power of branding and rebranding. Understanding the concepts of branding and rebranding. Evolution of Barbie's brand identity. Strategies employed in Barbie's rebranding efforts. The multi-channel strategy. Understanding the concept of multi-channel marketing. Detailed exploration of Barbie's multi-channel approach. The Barbie live-action movie: impact of the movie on Barbie's brand image and market positioning. Impact and future prospects. Evaluation of the effectiveness of Barbie's repositioning strategy. Impact on brand image, market share, and consumer perception. Speculation on the future trajectory of Barbie and Mattel.

References

Bibliografia: pp. 53-57.

Thesis Type:	Bachelor's Degree Thesis
Institution:	Luiss Guido Carli
Degree Program:	Bachelor's Degree Programs > Bachelor's Degree Program in Economics and Business, English language (L-33)
Chair:	Management
Thesis Supervisor:	Vicentini, Francesca
Academic Year:	2023/2024
Session:	Summer
Deposited by:	Alessandro Perfetti
Date Deposited:	03 Oct 2024 14:24
Last Modified:	03 Oct 2024 14:24
URI:	https://tesi.luiss.it/id/eprint/39904

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