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Brand image going to war: The DJI case in the Russo-Ukrainian war

Hecht, Guillaume
(2024)

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Hecht_80551800_2024.pdf
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Details

Supervisors
Kervyn de Meerendré Nicolas
Faculty
Louvain School of Management
Degree label
Master [60] en sciences de gestion
Abstract
To analyse how a company like DJI might respond to its product being involved in a conflict such as the war in Ukraine, the study delves into marketing concepts, DJI's brand history, and consumer sentiments. It underlines the significance of strategic public relations and transparent communications in mitigating negative associations to preserve consumers’ trust. Additionally, a qualitative study was conducted to gain a comprehensive understanding of the opinions of Belgian consumers about DJI. The study revealed that a well-established brand in the market experiences minimal damage to its reputation when embroiled in a conflict.