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Varumärkesidentitet och image ur ett nationellt och ett internationellt perspektiv
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2007 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 points / 15 hpStudent thesis
Abstract [sv]

Detta är en fallstudie med Axcent of Scandinavia som studieobjekt. Studien behandlar varumärket och imagen hos företagets klockförsäljning. Syftet med den här studien är att studera och analysera Axcent of Scandinavias tänkta image i jämförelse med konsumenternas upplevda image dels i Sverige och dels internationellt.

Författarna har använt tillfällighetsurval som underlag för enkätundersökningarna. En intervju med Chief Operating Officer på Axcent of Scandinavia, Liisa Männistö, har genomförts. Detta för att beskriva den tänkta imagen.

Resultaten från enkätundersökningarna och χ2 -testen visade harmoni beträffande den tänkta imagen och den upplevda imagen i Sverige. Internationellt visade χ2- testet dissonans mellan den tänkta imagen och den upplevda imagen. Fishers exakta test stödjer de resultaten.

Slutsatser: Axcent of Scandinavias kommunikation till den internationella marknaden har utsatts för brus, vilket har stört den tänkta imagen.

Abstract [en]

This is a case study, with Axcent of Scandinavia as the object of study. The study concerns the marketing policy, branding and image of the company’s sales of wrist watches. The main purpose of the study is to compare the company’s desired image with the image experienced by the consumers in Sweden as well as internationally.

The authors applied a random selection for the sample used in the survey. An interview was carried out with Chief Operating Officer of Axcent of Scandinavia, Liisa Männistö, to add to the information collected and to describe the company’s desired image.

The results from the survey and the χ2 -test showed that there was congruence between the desired image and experienced image in Sweden, but dissonance between them internationally. Fishers exact test supports these results.

Conclusions: Axcent of Scandinavia’s communication in the international market has been victim of noise, which has disturbed the desired image.

Place, publisher, year, edition, pages
Huddinge: Institutionen för ekonomi och företagande , 2007. , 78 p.
Keyword [en]
Branding, Image, Identity, Relations, Added value, Involvement, Communications, Differentiation
Keyword [sv]
Marknadsföring, Varumärke, Image, Identitet, Relationer, Mervärde, Involvering, Kommunikation, Differentiering
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:sh:diva-1052OAI: oai:DiVA.org:sh-1052DiVA: diva2:15101
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2007-02-08 Created: 2007-02-08

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228792120b28b09f7c4011721a76170f95c4da1706ee987829db9e6330db474afd30f790
Type fulltextMimetype application/pdf

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • 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