| Summary: | The purpose of this essay is to increase the understanding of how the management´s core values reflect the brand´s profile and image. To be able to fulfill that purpose, we used three problem statements that questioned how consumers, retailers and the employees of the company Kosta Boda perceived the brand. To accomplish this, we used a qualitative method. We started collecting theories about the topics: brand, image and profile that gave us a good foundation to build our qualitative interviews on and to increase the understanding for the topics. To collect imperical data, we interviewed consumers, retailers and employees at Kosta Boda both by email, phone and face-to-face interviews. After collecting the data, we could start analyzing these responses with the theory. After reading this essay, the reader will have gained insight into how the brand Kosta Boda is perceived by its environment and how well it matches the picture that the brand owner has of the company.
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