BEST AND WORST PR-CAMPAIGNS OF H&M BRAND

This article studies the features of the PR-campaigns on the example of the Swedish clothing brand H&M's, provides cases of their disastrous and successful strategies, considers the public's reaction to unsuccessful ideas, and analyzes the reasons for the company's usage of various tactics to increase brand awareness in the market.

Authors
Dumenko M.V. 1 , Khokhryakova E.V. 1
Conference proceedings
Public Relations as a Brand Awareness Booster
Publisher
Российский университет дружбы народов (РУДН)
Language
English
Pages
28-31
Status
Published
Year
2020
Organizations
  • 1 Peoples' Friendship University of Russia
Keywords
PR-campaign; product; clothing brand H&M; racism; advertising; recycling and social networks
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