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Vägen till ett framgångsrikt varumärke: med fokus på marknadsföringsaspekter
Södertörn University College, School of Business Studies.
Södertörn University College, School of Business Studies.
2009 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

To succeed, a word that can be interpreted in many different ways. In this thesis the authorshave highlighted the word succeed with success. There has been a case study of twocompanies, which managed to penetrate a competitive market which is still under expansion.These brands are popular and maintain a high standard. Boomerang and Vagabond are twoSwedish companies which not only managed to penetrate the Swedish market, but also aninternational market. These are two Swedish companies which started from scratch as anyother company. Two companies which after a time proven their qualities and successfulstandout from the crowd. These companies succeed with a strong competitive effect ofeliminating other companies, by a passionate faith and a strong desire to succeed, build brandsthat are in demand after a desirable audience. The thesis concluded that the main customerloyalty, being early on the market, building a strong relationship with their clients and aconstantly updating existing collection range were factors that were most important. Theperception of the brand change constantly and for a company is to always be able to adapt tonew requirements. The construction of a brand will not be for free, but it needs hard slog,good timing and a unique idea. Interestingly, buying process today is not done under the samepremise as it did before. A product is no longer purchased for its practical capacity. Nowadayspeople purchase a brand, a symbol that stands for something, which must reflect the personand personality. This is an important factor for companies to recognize and adapt to. Thosebrands that succeed in capturing interest and communicate values to consumers are thosesurviving brands.

Place, publisher, year, edition, pages
2009. , 58 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:sh:diva-2745OAI: oai:DiVA.org:sh-2745DiVA: diva2:232611
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Supervisors
Available from: 2009-08-26 Created: 2009-08-24 Last updated: 2009-08-26Bibliographically approved

Open Access in DiVA

fulltext(1241 kB)450 downloads
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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