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En Absolut Ikon

Frankenius, Fabian LU ; Siewert Holkert, Viktor LU and Sverneborn, Joel LU (2012) FEKH95 20112
Department 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:
author
Frankenius, Fabian LU ; Siewert Holkert, Viktor LU and Sverneborn, Joel LU
supervisor
organization
course
FEKH95 20112
year
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},
  keyword      = {Authenticity.,Brand Equity,Myth,Brands,Icon},
  language     = {swe},
  note         = {Student Paper},
  title        = {En Absolut Ikon},
  year         = {2012},
}