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Vässla – The Cost of Ambition

Liang, Rui LU ; Ekvall, David LU and Cederin, Nils LU (2025) In LBMG Corporate Brand Management and Reputation - Masters Case Series BUSN35 20251
Department of Business Administration
Abstract
This case explores the rise and challenges of Vässla, a Swedish electric micromobility startup that positioned itself as a premium, sustainable alternative to gas-powered scooters. Despite strong brand differentiation, consumer demand, and initial success, Vässla faced operational difficulties and financial instability. Set in 2019, this case challenges students to assess whether Vässla’s brand strength justifies investment or if its business model presents too great a risk, highlighting the tension between brand strategy, business strategy, and financial sustainability in a rapidly evolving industry.
Please use this url to cite or link to this publication:
author
Liang, Rui LU ; Ekvall, David LU and Cederin, Nils LU
supervisor
organization
course
BUSN35 20251
year
type
L2 - 2nd term paper (old degree order)
subject
keywords
corporate brand management, brand orientation, brand identity matrix, business model
publication/series
LBMG Corporate Brand Management and Reputation - Masters Case Series
language
English
id
9186844
date added to LUP
2025-03-27 13:26:46
date last changed
2025-03-27 13:26:46
@misc{9186844,
  abstract     = {{This case explores the rise and challenges of Vässla, a Swedish electric micromobility startup that positioned itself as a premium, sustainable alternative to gas-powered scooters. Despite strong brand differentiation, consumer demand, and initial success, Vässla faced operational difficulties and financial instability. Set in 2019, this case challenges students to assess whether Vässla’s brand strength justifies investment or if its business model presents too great a risk, highlighting the tension between brand strategy, business strategy, and financial sustainability in a rapidly evolving industry.}},
  author       = {{Liang, Rui and Ekvall, David and Cederin, Nils}},
  language     = {{eng}},
  note         = {{Student Paper}},
  series       = {{LBMG Corporate Brand Management and Reputation - Masters Case Series}},
  title        = {{Vässla – The Cost of Ambition}},
  year         = {{2025}},
}