Mind the Brand - When entering a market : En studie om varumärkesutvidgning från tjänst till vara
Subject: This paper is about Brand Extension and if the process differs when a company extends its brand from a service to a product in comparison to an extension from a product to a product. As an example we have analyzed the mobile phone business and the mobile phone operators who launch their pri...
| Main Authors: | , |
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| Format: | Others |
| Language: | Swedish |
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Södertörns högskola, Institutionen för ekonomi och företagande
2008
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:sh:diva-2225 |
| Summary: | Subject: This paper is about Brand Extension and if the process differs when a company extends its brand from a service to a product in comparison to an extension from a product to a product. As an example we have analyzed the mobile phone business and the mobile phone operators who launch their private branded mobile phones Purpose: The purpose of this paper is to analyze how companies use brand extension from service to product as a part of their brand extension strategy. Method: A literature study was done in the brand extension area, but also in the area of brands to have a deeper understanding for the subject. A qualitative study with interviews was combined with a quantitative survey study. On the basis of the theories we could analyze the collected data and fulfill the papers purpose. Results: Important features and differences in services and products were identified and the importance of a strong brand identity before an extension. The consumers showed positive attitudes and reactions towards the companies brand extension strategies through the survey. |
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