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Prescription for a brand in change

Af Klint, Linn; Philipson, Anna and Bjarne, Helena (2010)
Department of Business Administration
Abstract
Abstract Title: Prescription for a Brand in Change Seminar Date: 2010-06-03 Course: BUSM08, Master Thesis in International Marketing and Brand Management Authors: Helena Bjarne, Linn af Klint and Anna Philipson Advisor: Ulf Elg Keywords: Branding, Change, Corporate Brand, Internal Brand Building Purpose: The purpose with our research is to study the internal work process with a brand in order to successfully adapt the brand to changes in the market. We intend to investigate the challenge a company faces when creating a modified brand based on the foundation of an already existing strong brand. Through this research we aim at creating a useful foundation for other companies in their brand building process when meeting an extensive change.... (More)
Abstract Title: Prescription for a Brand in Change Seminar Date: 2010-06-03 Course: BUSM08, Master Thesis in International Marketing and Brand Management Authors: Helena Bjarne, Linn af Klint and Anna Philipson Advisor: Ulf Elg Keywords: Branding, Change, Corporate Brand, Internal Brand Building Purpose: The purpose with our research is to study the internal work process with a brand in order to successfully adapt the brand to changes in the market. We intend to investigate the challenge a company faces when creating a modified brand based on the foundation of an already existing strong brand. Through this research we aim at creating a useful foundation for other companies in their brand building process when meeting an extensive change. Methodology: Our research evolves from a social constructionism orientation. In congruence with our purpose of investigating the internal aspects of brand building we have decided to choose a qualitative research orientation constituted by a case study. The findings are based on qualitative interviews and a secondary data study where reviews of official documents such as annual reports and websites have been used. Theoretical Framework: Theories of Corporate Brand, Internal Brand Building, Brand Management, Brand Commitment and Brand Heritage are used to understand how to manage a brand in change. Empirical Foundation: The empirical material, which is the base of the analysis, consists of a review of official documents and qualitative interviews with individuals within different levels of the organisation Apoteket AB. We also conducted interviews with the advertising agency of the firm as well as a branding expert. Conclusions: We have detected a number of important factors when adapting a brand to an extensive change. In order to successfully manage to alter the brand and keep its strength a well-functioned internal communication, a commitment to the brand and the change, implementation of the brand and updating the brand are needed. We have developed a model with the factors we have distinguished for companies to utilize when facing an external challenge influencing the conditions for the brand. (Less)
Please use this url to cite or link to this publication:
author
Af Klint, Linn; Philipson, Anna and Bjarne, Helena
supervisor
organization
year
type
H1 - Master's Degree (One Year)
subject
keywords
Branding, Change, Corporate Brand, Internal Brand Building, Management of enterprises, Företagsledning, management
language
Swedish
id
1625572
date added to LUP
2010-06-03 00:00:00
date last changed
2012-04-02 18:18:39
@misc{1625572,
  abstract     = {Abstract Title: Prescription for a Brand in Change Seminar Date: 2010-06-03 Course: BUSM08, Master Thesis in International Marketing and Brand Management Authors: Helena Bjarne, Linn af Klint and Anna Philipson Advisor: Ulf Elg Keywords: Branding, Change, Corporate Brand, Internal Brand Building Purpose: The purpose with our research is to study the internal work process with a brand in order to successfully adapt the brand to changes in the market. We intend to investigate the challenge a company faces when creating a modified brand based on the foundation of an already existing strong brand. Through this research we aim at creating a useful foundation for other companies in their brand building process when meeting an extensive change. Methodology: Our research evolves from a social constructionism orientation. In congruence with our purpose of investigating the internal aspects of brand building we have decided to choose a qualitative research orientation constituted by a case study. The findings are based on qualitative interviews and a secondary data study where reviews of official documents such as annual reports and websites have been used. Theoretical Framework: Theories of Corporate Brand, Internal Brand Building, Brand Management, Brand Commitment and Brand Heritage are used to understand how to manage a brand in change. Empirical Foundation: The empirical material, which is the base of the analysis, consists of a review of official documents and qualitative interviews with individuals within different levels of the organisation Apoteket AB. We also conducted interviews with the advertising agency of the firm as well as a branding expert. Conclusions: We have detected a number of important factors when adapting a brand to an extensive change. In order to successfully manage to alter the brand and keep its strength a well-functioned internal communication, a commitment to the brand and the change, implementation of the brand and updating the brand are needed. We have developed a model with the factors we have distinguished for companies to utilize when facing an external challenge influencing the conditions for the brand.},
  author       = {Af Klint, Linn and Philipson, Anna and Bjarne, Helena},
  keyword      = {Branding,Change,Corporate Brand,Internal Brand Building,Management of enterprises,Företagsledning, management},
  language     = {swe},
  note         = {Student Paper},
  title        = {Prescription for a brand in change},
  year         = {2010},
}