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Titel
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Forløb#8 CCC & Rebranding
This course examined how companies operate at the intersection of business strategy, culture, and communication. Students have explored how organisations build their identity, communicate with stakeholders, and respond to societal challenges in an increasingly global and digital world.
A key focus of the course was the evolution of marketing, based on The Evolution of Marketing – From Trade to Tech. Students have traced how marketing has developed from simple trade-based exchanges to data-driven and technology-centered strategies. This historical perspective provides a foundation for understanding how modern companies communicate their values and connect with consumers.
The course centred on Airbnb as a primary case study. Through articles, videos, and analytical tasks, students explored how Airbnb was created, how it disrupted the traditional hospitality industry, and how it has built a global brand rooted in ideas of community and belonging. Particular attention is given to the company’s shift toward brand-focused communication, as seen in campaigns designed to attract more hosts and strengthen long-term identity rather than short-term performance.
At the same time, the course critically examines the cultural and societal impact of global companies. Using articles such as those from Politiken, students have investigated the growing backlash against platforms like Airbnb and Vrbo in the context of housing affordability crises. These discussions encourage students to consider the ethical responsibilities of companies and the tensions between profit, community, and regulation.
Another important dimension of the course is corporate communication and identity-building. Students have analysed how companies craft narratives about themselves and how these narratives are shaped by cultural context and public perception. They have also explored how crises and criticism influence communication strategies and force companies to adapt their messaging.
As part of the course, students have completed a company profile assignment, where they analysed a chosen company’s business model, target audience, communication strategy, and cultural impact. This project allows students to apply theoretical concepts to real-world cases and develop practical analytical skills.
In addition, the course explored how individuals, companies, and societies attempt to reshape their image in response to criticism, crisis, or changing cultural values. Through case studies, media analysis, and current events, students have examined the power—and limits—of rebranding in a globalized and highly connected world.
A central case in the course is Abercrombie & Fitch, explored through the documentary "White Hot: The Rise & Fall of Abercrombie & Fitch". Students have investigated how the brand built its identity on exclusivity and appearance, and how accusations of discrimination forced the company to rethink its image. Articles such as “Discrimination was their brand” deepen the discussion by highlighting the ethical and reputational consequences of branding strategies.
The course also examined branding and public identity in politics, focusing on speeches by Kamala Harris. Students have analysed how political figures craft messages to appeal to diverse audiences, and how rhetoric can be used to reshape both personal and national identity.
In addition, students have explored modern advertising and consumer culture, including case studies such as the campaign featuring Sydney Sweeney and American Eagle. These examples open discussions about target audiences, controversy, and the risks brands face when their messaging is interpreted in unintended ways. The course also addresses the idea that “brands cannot choose their customers,” examining how external groups can influence or appropriate a brand’s image.
A practical component of the course focuses on corporate rebranding strategies, where students worked in groups on a project involving Starbucks. They analysed brand identity, values, and communication strategies, and proposed their own rebranding ideas based on market trends and public perception.
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