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Increasing Brand Awareness for Acquired Companies in High Tech B2B Industries- A Case Study of RUAG Space AB

Jansaker, Emelie LU and Persson, Frida LU (2013) BUSN39 20131
Department of Business Administration
Abstract
Purpose: The purpose of this research is to explore possible cost effective strategies for increasing brand awareness amongst certain stakeholder groups of an acquired, previously well known brand operating in a high tech B2B industry.

Methodology: A qualitative, exploratory case study of RUAG Space AB, an acquired company previously holding high brand awareness in Sweden, was conducted. This was done in the context of increasing brand awareness in a high tech B2B industry.

Theoretical Perspective: Theories on corporate branding, stakeholders and brand awareness have been reviewed. From these a framework for how acquired, high tech companies operating in B2B industries can increase their brand awareness amongst key stakeholder... (More)
Purpose: The purpose of this research is to explore possible cost effective strategies for increasing brand awareness amongst certain stakeholder groups of an acquired, previously well known brand operating in a high tech B2B industry.

Methodology: A qualitative, exploratory case study of RUAG Space AB, an acquired company previously holding high brand awareness in Sweden, was conducted. This was done in the context of increasing brand awareness in a high tech B2B industry.

Theoretical Perspective: Theories on corporate branding, stakeholders and brand awareness have been reviewed. From these a framework for how acquired, high tech companies operating in B2B industries can increase their brand awareness amongst key stakeholder groups has been developed. This forms the basis for the empirical analysis.

Empirical Data: A qualitative approach was taken whereby nine semi-structured interviews with both internal and external stakeholders of RUAG Space AB were conducted. One focus group was held, and the primary findings were complemented by secondary research.

Conclusions: The research proposes a new model for high tech companies operating in B2B industries to increase their brand awareness by defining their corporate identity, their key stakeholders, reference groups and adapted communication tools.

The findings suggest that B2B managers need to invest in increasing the brand awareness amongst stakeholders not directly interacting with the company. These include potential employees and political influencers. Reference groups were found to be of high importance as a cost effective means for generating brand awareness amongst key stakeholders.

Previously well known acquired companies can leverage their local heritage to increase their brand awareness amongst stakeholders and establish their importance for the local region under new ownership. (Less)
Please use this url to cite or link to this publication:
author
Jansaker, Emelie LU and Persson, Frida LU
supervisor
organization
course
BUSN39 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
Corporate Branding, Stakeholders, Brand Communication, Brand Awareness, High Tech Industries, Mergers and Acquisitions, B2B
language
English
id
3806255
date added to LUP
2013-06-17 10:03:05
date last changed
2013-06-17 10:03:05
@misc{3806255,
  abstract     = {Purpose: The purpose of this research is to explore possible cost effective strategies for increasing brand awareness amongst certain stakeholder groups of an acquired, previously well known brand operating in a high tech B2B industry.

Methodology: A qualitative, exploratory case study of RUAG Space AB, an acquired company previously holding high brand awareness in Sweden, was conducted. This was done in the context of increasing brand awareness in a high tech B2B industry. 

Theoretical Perspective: Theories on corporate branding, stakeholders and brand awareness have been reviewed. From these a framework for how acquired, high tech companies operating in B2B industries can increase their brand awareness amongst key stakeholder groups has been developed. This forms the basis for the empirical analysis.

Empirical Data: A qualitative approach was taken whereby nine semi-structured interviews with both internal and external stakeholders of RUAG Space AB were conducted. One focus group was held, and the primary findings were complemented by secondary research. 

Conclusions: The research proposes a new model for high tech companies operating in B2B industries to increase their brand awareness by defining their corporate identity, their key stakeholders, reference groups and adapted communication tools. 

The findings suggest that B2B managers need to invest in increasing the brand awareness amongst stakeholders not directly interacting with the company. These include potential employees and political influencers. Reference groups were found to be of high importance as a cost effective means for generating brand awareness amongst key stakeholders.

Previously well known acquired companies can leverage their local heritage to increase their brand awareness amongst stakeholders and establish their importance for the local region under new ownership.},
  author       = {Jansaker, Emelie and Persson, Frida},
  keyword      = {Corporate Branding,Stakeholders,Brand Communication,Brand Awareness,High Tech Industries,Mergers and Acquisitions,B2B},
  language     = {eng},
  note         = {Student Paper},
  title        = {Increasing Brand Awareness for Acquired Companies in High Tech B2B Industries- A Case Study of RUAG Space AB},
  year         = {2013},
}