Standardize or Adapt? Building a Successful Brand in the Fashion Industry : A Case Study of the Swedish Fashion Company Hunky Dory AB
The brand building process is investigated by looking at the strategy of a small to medium-sized fashion company, Hunky Dory AB. According to the model presented in this thesis, the brand building process consists of five stages; product attributes, brand identity, positioning, marketing communicati...
| Main Authors: | , |
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| Format: | Others |
| Language: | English |
| Published: |
Uppsala universitet, Företagsekonomiska institutionen
2011
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| Subjects: | |
| Online Access: | http://urn.kb.se/resolve?urn=urn:nbn:se:uu:diva-155418 |