Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Det strategiska varumärket
2002 (Swedish)Independent thesis Basic level (degree of Bachelor)Student thesis
Abstract [en]

Competition is the key to a company’s success and the strong brand can make the difference between winning and losing in the market place. An increasing number of companies realize the value of building and sustaining their brands. Earlier, brands were regarded only as tactical tools to advance sales. Companies focused upon the material assets and the product was in the centre, not the brand. Today it is less interesting to own the material assets and more interesting to control cultural and immaterial capital. Many companies today have replaced their earlier orientation towards brands with a strategic approach to working with brands. This is a long-term approach to building brands, which requires competence, creativity and a sense of stimulation in the whole organisation. Today the brand needs to be treated as a strategic resource. In order to develop a foundation that can be relied on, a company must integrate the brand into the company by developing a mission and a vision for the brand, formulating brand strategies, protecting and cherishing the brand, creating brand responsibility, valuing the brand and developing brand knowledge. The company that does not adapt this strategic method with regards to their brand will be unsuccessful in the concrete building of their brand which includes factors such as: product attributes, brand identity, core value, positioning, communication and internal brand loyalty. In addition to these factors we have included external brand loyalty because we believe external brand loyalty is necessary in order for the company to move forwards in their development of strategic brand management.

Place, publisher, year, edition, pages
2002. , 75 p.
Identifiers
URN: urn:nbn:se:kau:diva-57306Local ID: MKV C-26OAI: oai:DiVA.org:kau-57306DiVA: diva2:1121917
Subject / course
Media and Communication Studies
Available from: 2017-07-12 Created: 2017-07-12

Open Access in DiVA

No full text

Search outside of DiVA

GoogleGoogle Scholar

Total: 1 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf