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Mind the Brand - When entering a market: En studie om varumärkesutvidgning från tjänst till vara
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2008 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

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.

Place, publisher, year, edition, pages
2008. , 60 p.
Keyword [en]
Brands, Brand Extension, Services, Products, Brand Identity, Brand Territory
Keyword [sv]
Varumärken, Varumärkesutvidgning, Tjänster, Varor, Varumärkesidentitet, Varumärkets territorium
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-2225OAI: oai:DiVA.org:sh-2225DiVA: diva2:208693
Presentation
(Swedish)
Uppsok
samhälle/juridik
Supervisors
Examiners
Available from: 2009-03-20 Created: 2009-03-19 Last updated: 2009-03-20Bibliographically approved

Open Access in DiVA

fulltext(374 kB)265 downloads
File information
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4c1118c959de25f788784f2b0482680fc4ad0dbc80685e90446aa033a5af6a907e82eb0b9c64365352391d10b3c6bb20b52dddc2fe9cddeb4ac209c1a453d63d
Type fulltextMimetype application/pdf

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Grafström, Kajsa
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CiteExportLink to record
Permanent link

Direct link
Cite
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