Not Just Flea-Markets, Examining the Concept of Secondhand via Different Branding Perspectives

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School of Business | Bachelor's thesis
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Authors

Date

2020

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Markkinointi

Language

en

Pages

40 + 1

Series

Abstract

In this paper, I’m examining the branding of secondhand and vintage as a whole and using the four branding perspectives (mind-share, emotional, viral and cultural branding). Secondhand trend has grown rapidly and continues to do so in the future, although changing consumption behaviour and production methods of fashion industry still need a lot of attention. Therefore, I am suggesting paying focusing more on branding and methods of how it is done. In previous research cultural branding has proved to be effective and thus I am applying it to the concept of secondhand.

Description

Thesis advisor

Kajalo, Sami

Keywords

secondhand, branding, branding perspectives, cultural branding

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Citation

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https://urn.fi/URN:NBN:fi:aalto-202010185908

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[kand] Kauppakorkeakoulu / BIZ