Från diamant till kristall En undersökning av annonsens roll i Swarovskis omprofilering

Abstract

In recent years many brands have changed their looks and entire brand identities to keep up with the ever changing trends and demands. This paper will focus on the Austrian brand Swarovski mostly known for their crystal figurines and jewelry, who in 2021 underwent a total rebranding. The purpose of this paper is to analyze what their new brand identity communicates and what role commercials play in establishing a brand identity through an advertisement analysis of two advertisements.