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Cimic, Elida LU and Ekeberg, Marcus LU (2012) SKOK01 20121
Department of Strategic Communication
Abstract (Swedish)
Den här uppsatsen avser att behandla hur morgontidningen Skånska Dagbladet har kommunicerat sitt varumärke genom sin nya visuella identitet, samt hur den har mottagits av deras läsare. Avsikten är att bidra med kunskap om vilken roll im-plementeringen av en ny visuell identitet spelar för varumärket inom forsknings-fältet strategisk kommunikation. Genom kvalitativa intervjuer och en enkätunder-sökning har vi kommit fram till att Skånska Dagbladet har lyckats genomföra en re-branding av sin visuella identitet, skapa ett enhetligt budskap i ett led att attra-hera nya målgrupper. Resultaten av vår studie bekräftar att ett varumärke kommu-niceras genom en visuell identitet samt att den visuella identiteten kan vara något som differentierar... (More)
Den här uppsatsen avser att behandla hur morgontidningen Skånska Dagbladet har kommunicerat sitt varumärke genom sin nya visuella identitet, samt hur den har mottagits av deras läsare. Avsikten är att bidra med kunskap om vilken roll im-plementeringen av en ny visuell identitet spelar för varumärket inom forsknings-fältet strategisk kommunikation. Genom kvalitativa intervjuer och en enkätunder-sökning har vi kommit fram till att Skånska Dagbladet har lyckats genomföra en re-branding av sin visuella identitet, skapa ett enhetligt budskap i ett led att attra-hera nya målgrupper. Resultaten av vår studie bekräftar att ett varumärke kommu-niceras genom en visuell identitet samt att den visuella identiteten kan vara något som differentierar företaget och kan skapa enhetligt tillsammans med framgång. (Less)
Abstract
This thesis is focused on how the newspaper Skånska Dagbladet has communicat-ed their brand through their re-branded visual identity and how the readers per-ceive the change. Our purpose is to contribute with knowledge in the field of stra-tegic communication about the implementation process of a re-branded visual identity and the effects on the brand itself when conducting a change like Skånska Dagbladet has done. Through qualitative interviews and a survey towards their readers we have come to the conclusion that they have been successful in imple-menting their new visual identity, and have managed to develop a clear message and unified profile in the strive for reaching new target groups. The results from our thesis confirms that a... (More)
This thesis is focused on how the newspaper Skånska Dagbladet has communicat-ed their brand through their re-branded visual identity and how the readers per-ceive the change. Our purpose is to contribute with knowledge in the field of stra-tegic communication about the implementation process of a re-branded visual identity and the effects on the brand itself when conducting a change like Skånska Dagbladet has done. Through qualitative interviews and a survey towards their readers we have come to the conclusion that they have been successful in imple-menting their new visual identity, and have managed to develop a clear message and unified profile in the strive for reaching new target groups. The results from our thesis confirms that a brand can be communicated through a visual identity, that the visual identity can differentiate the brand and create a unified image of the brand combined with success. (Less)
Please use this url to cite or link to this publication:
author
Cimic, Elida LU and Ekeberg, Marcus LU
supervisor
organization
alternative title
En fallstudie om hur Skånska Dagbladet har kommunicerat sitt varumärke genom sin nya visuella identitet och hur den har mottagits av läsarna
course
SKOK01 20121
year
type
M2 - Bachelor Degree
subject
keywords
implementering, varumärke, visuell identitet, förändring, implementation, brand, visual identity, change
language
Swedish
id
3561609
date added to LUP
2013-03-25 15:58:47
date last changed
2014-09-04 08:36:18
@misc{3561609,
  abstract     = {This thesis is focused on how the newspaper Skånska Dagbladet has communicat-ed their brand through their re-branded visual identity and how the readers per-ceive the change. Our purpose is to contribute with knowledge in the field of stra-tegic communication about the implementation process of a re-branded visual identity and the effects on the brand itself when conducting a change like Skånska Dagbladet has done. Through qualitative interviews and a survey towards their readers we have come to the conclusion that they have been successful in imple-menting their new visual identity, and have managed to develop a clear message and unified profile in the strive for reaching new target groups. The results from our thesis confirms that a brand can be communicated through a visual identity, that the visual identity can differentiate the brand and create a unified image of the brand combined with success.},
  author       = {Cimic, Elida and Ekeberg, Marcus},
  keyword      = {implementering,varumärke,visuell identitet,förändring,implementation,brand,visual identity,change},
  language     = {swe},
  note         = {Student Paper},
  title        = {Du är vår värld},
  year         = {2012},
}