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This graduation thesis is carried out for the company Johnny Loco. They started the brand Johnny Loco 5 years ago. The inspiration to start this brand came from the brand management strategy developed by Rijkenberg (1998). The brand Johnny Loco can be seen as a lifestyle brand that communicates a philosophy. Rijkenberg (1998) assumes that this philosophy will attract consumers who feel attracted to this philosophy. Johnny Loco started the brand with the development of bicycles. Nowadays they have extended the brand portfolio by sunglasses and bags and are developing an electric moped. The assignment of this graduation project is to develop a launch strategy of the Johnny Loco E-scooter that fit the brand philosophy. Therefore, the brand philosophy is analyzed internally and externally and the e-moped market is analyzed. These results ...
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