Being Johnny Loco: Development of a launch strategy for the Johnny Loco E-scooter

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...