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Kontroll, konflikt, kreativitet - Varumärkesberättelser på nya villkor

Frankel, Cecilia LU and Rinäs, Linnéa (2013) SKOK01 20131
Department of Strategic Communication
Abstract (Swedish)
Med den digitala utvecklingen har varumärkesinnehavarens kontroll över vad som
berättas om varumärket minskat. Vem som helst med uppkoppling till internet kan idag skapa
och dela med sig av sin egen varumärkesberättelse. När varumärkesinnehavaren öppnar upp för
att inkludera konsumenten i varumärkesbyggandet, bland annat på sociala medier, samskapar
de gemensamt varumärkets mening. Studien visar att konsumentens berättelse om varumärket
tar språng i berättelsen om självet och konstruerandet av den egna identiteten och att
varumärkesinnehavaren kan påverka dessa berättelser genom att förse varumärket med ett
tydligt ramverk. Varumärkesinnehavare som bejakar denna utveckling har möjlighet att skapa
flexibla varumärken, befolkade av... (More)
Med den digitala utvecklingen har varumärkesinnehavarens kontroll över vad som
berättas om varumärket minskat. Vem som helst med uppkoppling till internet kan idag skapa
och dela med sig av sin egen varumärkesberättelse. När varumärkesinnehavaren öppnar upp för
att inkludera konsumenten i varumärkesbyggandet, bland annat på sociala medier, samskapar
de gemensamt varumärkets mening. Studien visar att konsumentens berättelse om varumärket
tar språng i berättelsen om självet och konstruerandet av den egna identiteten och att
varumärkesinnehavaren kan påverka dessa berättelser genom att förse varumärket med ett
tydligt ramverk. Varumärkesinnehavare som bejakar denna utveckling har möjlighet att skapa
flexibla varumärken, befolkade av riktiga människors egna berättelser. Vi ser att konflikterande
berättelser inte behöver vara negativa för ett varumärke, utan kan istället sporra kreativitet i
form av User Generated Content. De tre temana kontroll, konflikt och kreativitet har visat sig
vara centrala begrepp i samskapandet av varumärkesberättelser. Vi har även kunnat se att
konsumenter i sina berättelser ibland sammankopplar två olika varumärken, och därigenom
utövar konsumentgenererad co-branding. Därför ser vi behovet av ett nytt begrepp: User
Generated Co-Branding. (Less)
Abstract
The digital evolution has led to a decrease in the brand owner’s control of the
stories that are being told about the brand. Anyone who is connected to the web can today
create and share their own brand stories. When the brand owner includes the consumer in the
brand buiding process, i.e. in social media, they co-create the brand meaning. This study shows
that the consumer’s brand narratives derives from the story of the self and the construction of
the own identity, and that the brand owner can affect these stories by giving the brand a clear
framework. Brand owners that embrace this evolution has a chance to create flexible brands,
populated by real people’s stories. We can see that conflicting stories are not neccessarily
... (More)
The digital evolution has led to a decrease in the brand owner’s control of the
stories that are being told about the brand. Anyone who is connected to the web can today
create and share their own brand stories. When the brand owner includes the consumer in the
brand buiding process, i.e. in social media, they co-create the brand meaning. This study shows
that the consumer’s brand narratives derives from the story of the self and the construction of
the own identity, and that the brand owner can affect these stories by giving the brand a clear
framework. Brand owners that embrace this evolution has a chance to create flexible brands,
populated by real people’s stories. We can see that conflicting stories are not neccessarily
negative for a brand, but can rather spark creativity manifested through User Generated
Content. The three themes control, conflict, and creativity have shown to be central in the cocreation
of brand narratives. We can also see that consumers sometimes connect two brands in
their stories, creating consumer generated Co-Branding. Therefore we see the need of a new
term: User Generated Co-Branding. (Less)
Please use this url to cite or link to this publication:
author
Frankel, Cecilia LU and Rinäs, Linnéa
supervisor
organization
alternative title
Control, conflict, creativity - Brand stories on new conditions
course
SKOK01 20131
year
type
M2 - Bachelor Degree
subject
keywords
Samskapande, Berättelser, Konsumentidentitet, User Generated Content, User Generated Co-Branding, Varumärkesmening, Flexibla varumärken, Sociala Medier, Visual Narrative Art, Kånken
language
Swedish
id
3807342
date added to LUP
2013-06-10 17:22:24
date last changed
2014-09-04 08:36:23
@misc{3807342,
  abstract     = {The digital evolution has led to a decrease in the brand owner’s control of the
stories that are being told about the brand. Anyone who is connected to the web can today
create and share their own brand stories. When the brand owner includes the consumer in the
brand buiding process, i.e. in social media, they co-create the brand meaning. This study shows
that the consumer’s brand narratives derives from the story of the self and the construction of
the own identity, and that the brand owner can affect these stories by giving the brand a clear
framework. Brand owners that embrace this evolution has a chance to create flexible brands,
populated by real people’s stories. We can see that conflicting stories are not neccessarily
negative for a brand, but can rather spark creativity manifested through User Generated
Content. The three themes control, conflict, and creativity have shown to be central in the cocreation
of brand narratives. We can also see that consumers sometimes connect two brands in
their stories, creating consumer generated Co-Branding. Therefore we see the need of a new
term: User Generated Co-Branding.},
  author       = {Frankel, Cecilia and Rinäs, Linnéa},
  keyword      = {Samskapande,Berättelser,Konsumentidentitet,User Generated Content,User Generated Co-Branding,Varumärkesmening,Flexibla varumärken,Sociala Medier,Visual Narrative Art,Kånken},
  language     = {swe},
  note         = {Student Paper},
  title        = {Kontroll, konflikt, kreativitet - Varumärkesberättelser på nya villkor},
  year         = {2013},
}