Starka varumärken : strategiska konkurrensmedel och utvidgning?

• Main Authors: Simonsson, Lina, Andersson, Daniel
• Format: Others
• Language: Swedish
• Published: Högskolan i Kalmar, Handelshögskolan BBS 2008
• Subjects: Brand; Varumärken; Varumärkesutvidgning; Business studies; Företagsekonomi
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:hik:diva-280

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.