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Från Gubbe till Fashion Week

Lacotte Olsson, Isabelle LU ; Brochs Ljungberg, Hanna LU and Wall Mattson, Martin LU (2013) FEKH29 20131
Department of Business Administration
Abstract
Abstract

Title: From Oldster to Fashion Week – A study of brand revitalization
through brand extension
Seminar date: 2013-06-05
Course: FEKH29 Business Administration – Marketing
Authors: Hanna Brochs, Isabelle Lacotte Olsson, Martin Mattson
Advisor: Lars Carlman
Examiner: Clara Gustafsson

Purpose: The purpose of this essay is to discuss and analyze how a company
can use brand extension to revitalize a brand and increase brand
equity.

Methodology: A hermeneutical study that relies on data collected through
qualitative research methodology. The empirical data was gathered
through semi-structured interviews that gave the respondent a
chance to speak freely and the interviewers the option of following
questions. The case... (More)
Abstract

Title: From Oldster to Fashion Week – A study of brand revitalization
through brand extension
Seminar date: 2013-06-05
Course: FEKH29 Business Administration – Marketing
Authors: Hanna Brochs, Isabelle Lacotte Olsson, Martin Mattson
Advisor: Lars Carlman
Examiner: Clara Gustafsson

Purpose: The purpose of this essay is to discuss and analyze how a company
can use brand extension to revitalize a brand and increase brand
equity.

Methodology: A hermeneutical study that relies on data collected through
qualitative research methodology. The empirical data was gathered
through semi-structured interviews that gave the respondent a
chance to speak freely and the interviewers the option of following
questions. The case study is a ”one-case” study that illustrates the
essays question.

Theoretical perspective: The study of revitalization was mainly based from Melins (1999)
theory and process of building a brand, the critic lifted from Ries
and Trout (1985) and Aakers theory about revitalization.
Empirical foundation: The empirical data is built on the case company GANT. The reader
is presented with a background and presentation of the company
followed by the respondents statements.

Conclusion: The study is concluded with a discussion about the pros and cons
that were discovered about revitalization through brand extension.
Conclusions regarding revitalization are drawn due to the brand
extensions opportunity of transferring brand identity between the
main brand and the extension. The strong disagreement from the
researchers, together with the analysis from the case company,
directs the authors of this essay to the conclusion that it is not
possible to make a general and interprofessional regulation
regarding whether a company should or should not revitalize or
how a brand extension helps or topples a revitalization process (Less)
Please use this url to cite or link to this publication:
author
Lacotte Olsson, Isabelle LU ; Brochs Ljungberg, Hanna LU and Wall Mattson, Martin LU
supervisor
organization
alternative title
En studie om revitalisering av varumärken genom brand extension
course
FEKH29 20131
year
type
M2 - Bachelor Degree
subject
keywords
Key words: Revitalization, brand extension, GANT
language
Swedish
id
4092264
date added to LUP
2013-10-24 12:09:42
date last changed
2013-10-24 12:09:42
@misc{4092264,
  abstract     = {Abstract

Title: From Oldster to Fashion Week – A study of brand revitalization
through brand extension
Seminar date: 2013-06-05
Course: FEKH29 Business Administration – Marketing
Authors: Hanna Brochs, Isabelle Lacotte Olsson, Martin Mattson
Advisor: Lars Carlman
Examiner: Clara Gustafsson

Purpose: The purpose of this essay is to discuss and analyze how a company
can use brand extension to revitalize a brand and increase brand
equity.

Methodology: A hermeneutical study that relies on data collected through
qualitative research methodology. The empirical data was gathered
through semi-structured interviews that gave the respondent a
chance to speak freely and the interviewers the option of following
questions. The case study is a ”one-case” study that illustrates the
essays question.

Theoretical perspective: The study of revitalization was mainly based from Melins (1999)
theory and process of building a brand, the critic lifted from Ries
and Trout (1985) and Aakers theory about revitalization.
Empirical foundation: The empirical data is built on the case company GANT. The reader
is presented with a background and presentation of the company
followed by the respondents statements.

Conclusion: The study is concluded with a discussion about the pros and cons
that were discovered about revitalization through brand extension.
Conclusions regarding revitalization are drawn due to the brand
extensions opportunity of transferring brand identity between the
main brand and the extension. The strong disagreement from the
researchers, together with the analysis from the case company,
directs the authors of this essay to the conclusion that it is not
possible to make a general and interprofessional regulation
regarding whether a company should or should not revitalize or
how a brand extension helps or topples a revitalization process},
  author       = {Lacotte Olsson, Isabelle and Brochs Ljungberg, Hanna and Wall Mattson, Martin},
  keyword      = {Key words: Revitalization,brand extension,GANT},
  language     = {swe},
  note         = {Student Paper},
  title        = {Från Gubbe till Fashion Week},
  year         = {2013},
}