Starka varumärken : strategiska konkurrensmedel och utvidgning?
The purpose with this essay was to examine and bring a deeper comprehension about brands as a phenomenon. We also wanted to study if strong brands could develop in to strategic competition means and by that expand their market range. To do this we used a qualitative method. We started by gathering a...
| Main Authors: | , |
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| Format: | Others |
| Language: | Swedish |
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Högskolan i Kalmar, Handelshögskolan BBS
2008
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-280 |
| Summary: | The purpose with this essay was to examine and bring a deeper comprehension about brands as a phenomenon. We also wanted to study if strong brands could develop in to strategic competition means and by that expand their market range. To do this we used a qualitative method. We started by gathering a theoretical basis. This gave us a platform, which helped us learn more about the subject, brands. To gather empiric material we carried out personal meetings through qualitative interviews. We interviewed six persons who all had a connection to brands and brand building. The persons we interviewed worked within their branch with building strong brands. Therefore they had expert knowledge and gave us researchers a new way of thinking about brands as a phenomenon. At the end of this essay the reader of this paper will have a stronger knowledge and understanding about brands and which factors that influences them. |
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