En Absolut Ikon
(2012) FEKH95 20112Department of Business Administration
- Abstract
- Title: An Absolut icon – To see beyond the label
Seminar date: 2012-01-12
Course: FEKH95 Business Administration: Degree Project Undergraduate level, 15 University Credit Points (UPC or ECTS-er)
Authors: Fabian Frankenius, Viktor Siewert Holkert and Joel Sverneborn
Advisor: Clara Gustafsson
Key words: Icon, Brands, Myth, Brand Equity, Authenticity.
Purpose: How can we improve our understanding of the build-up of iconic brands in a global world?
Methodology: The essay is based on a qualitative research method, which we chose to use a case study. The company we chose to work with is Absolut Vodka. The case-study is based on interviews and a questionnaire survey of the company.
Theoretical perspectives: We have chosen to... (More) - Title: An Absolut icon – To see beyond the label
Seminar date: 2012-01-12
Course: FEKH95 Business Administration: Degree Project Undergraduate level, 15 University Credit Points (UPC or ECTS-er)
Authors: Fabian Frankenius, Viktor Siewert Holkert and Joel Sverneborn
Advisor: Clara Gustafsson
Key words: Icon, Brands, Myth, Brand Equity, Authenticity.
Purpose: How can we improve our understanding of the build-up of iconic brands in a global world?
Methodology: The essay is based on a qualitative research method, which we chose to use a case study. The company we chose to work with is Absolut Vodka. The case-study is based on interviews and a questionnaire survey of the company.
Theoretical perspectives: We have chosen to describe the icon building process in brand strategy. We have highlighted the theories that promote the brand enhancement actions.
Empirical foundation: We have chosen in a historical manner and with the help of an interview gained the insight we needed in our case study company. We have chosen to describe how the company function with the help of various theories that exist within the iconic brand research.
Conclusions: We have found that strong brands are built on the basis of brand equity and then by authenticity and myth-making could potentially reach an iconic status. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/2427137
- author
- Frankenius, Fabian LU ; Siewert Holkert, Viktor LU and Sverneborn, Joel LU
- supervisor
- organization
- course
- FEKH95 20112
- year
- 2012
- type
- M2 - Bachelor Degree
- subject
- keywords
- Authenticity., Brand Equity, Myth, Brands, Icon
- language
- Swedish
- id
- 2427137
- date added to LUP
- 2012-04-12 14:03:15
- date last changed
- 2012-04-12 14:03:15
@misc{2427137, abstract = {{Title: An Absolut icon – To see beyond the label Seminar date: 2012-01-12 Course: FEKH95 Business Administration: Degree Project Undergraduate level, 15 University Credit Points (UPC or ECTS-er) Authors: Fabian Frankenius, Viktor Siewert Holkert and Joel Sverneborn Advisor: Clara Gustafsson Key words: Icon, Brands, Myth, Brand Equity, Authenticity. Purpose: How can we improve our understanding of the build-up of iconic brands in a global world? Methodology: The essay is based on a qualitative research method, which we chose to use a case study. The company we chose to work with is Absolut Vodka. The case-study is based on interviews and a questionnaire survey of the company. Theoretical perspectives: We have chosen to describe the icon building process in brand strategy. We have highlighted the theories that promote the brand enhancement actions. Empirical foundation: We have chosen in a historical manner and with the help of an interview gained the insight we needed in our case study company. We have chosen to describe how the company function with the help of various theories that exist within the iconic brand research. Conclusions: We have found that strong brands are built on the basis of brand equity and then by authenticity and myth-making could potentially reach an iconic status.}}, author = {{Frankenius, Fabian and Siewert Holkert, Viktor and Sverneborn, Joel}}, language = {{swe}}, note = {{Student Paper}}, title = {{En Absolut Ikon}}, year = {{2012}}, }