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THERE ARE TWO SIDES TO EVERY BRAND

Delden, Per LU and Grennard, Mathias LU (2012) BUSN29 20121
Department of Business Administration
Abstract (Swedish)
Thesis purpose:
The purpose of this thesis revolves around investigating which factors a company should consider when attempting to dual brand a wide array of products.

Methodology:
Our thesis intends to investigate the opinions of dual branding among FMCG companies within the Swedish market. We have conducted a qualitative approach, consisting of interviewing five marketing practitioners, mostly represented by Marketing Directors or the equivalent.

Theoreticalperspective:
This thesis is based on theories regarding corporate branding, product branding and dual branding. Through a thorough literature review, an own constructed framework was created which is applied throughout the thesis.

Empirical data:
The empirical material... (More)
Thesis purpose:
The purpose of this thesis revolves around investigating which factors a company should consider when attempting to dual brand a wide array of products.

Methodology:
Our thesis intends to investigate the opinions of dual branding among FMCG companies within the Swedish market. We have conducted a qualitative approach, consisting of interviewing five marketing practitioners, mostly represented by Marketing Directors or the equivalent.

Theoreticalperspective:
This thesis is based on theories regarding corporate branding, product branding and dual branding. Through a thorough literature review, an own constructed framework was created which is applied throughout the thesis.

Empirical data:
The empirical material has been collected through semi-­‐structured interviews. The majority conducted in person, while two per telephony.

Conclusion:
Our research has shown that, before initiating the actual dual branding process a company should investigate its corporate brand and its components. Furthermore, the company must look to its product portfolio. With such areas unveiled, the company should take the following considerations into account; the dual brand purpose, how the product and corporate brand fit together and to what degree the company should communicate the dual brand. (Less)
Please use this url to cite or link to this publication:
author
Delden, Per LU and Grennard, Mathias LU
supervisor
organization
alternative title
WHEN DUAL BRANDING FITS THE PROFILE
course
BUSN29 20121
year
type
H1 - Master's Degree (One Year)
subject
keywords
Dual Branding, Corporate Branding, Product Branding, Brandfit
language
English
id
2856609
date added to LUP
2012-06-29 11:01:03
date last changed
2012-06-29 11:01:03
@misc{2856609,
  abstract     = {Thesis purpose:
The purpose of this thesis revolves around investigating which factors a company should consider when attempting to dual brand a wide array of products.

Methodology:
Our thesis intends to investigate the opinions of dual branding among FMCG companies within the Swedish market. We have conducted a qualitative approach, consisting of interviewing five marketing practitioners, mostly represented by Marketing Directors or the equivalent.

Theoreticalperspective:
This thesis is based on theories regarding corporate branding, product branding and dual branding. Through a thorough literature review, an own constructed framework was created which is applied throughout the thesis.

Empirical data:
The empirical material has been collected through semi-­‐structured interviews. The majority conducted in person, while two per telephony.

Conclusion:
Our research has shown that, before initiating the actual dual branding process a company should investigate its corporate brand and its components. Furthermore, the company must look to its product portfolio. With such areas unveiled, the company should take the following considerations into account; the dual brand purpose, how the product and corporate brand fit together and to what degree the company should communicate the dual brand.},
  author       = {Delden, Per and Grennard, Mathias},
  keyword      = {Dual Branding,Corporate Branding,Product Branding,Brandfit},
  language     = {eng},
  note         = {Student Paper},
  title        = {THERE ARE TWO SIDES TO EVERY BRAND},
  year         = {2012},
}