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Branding of knowledge intensive business services

Follin, Jessica LU and Sandström, Fanny (2013) FEKN90 20131
Department of Business Administration
Abstract
Aim

The 
aim 
of 
the 
thesis 
is 
to 
explore 
the 
meaning 
of 
the 
brand 
within 
the 
Knowledge 
Intensive 
Business

Service
(KIBS)
 sector, 
through 
the 
brand’s
 construction
 and 
management,
 in
 order 
to 
contribute 
with

insights 
into 
the 
interaction 
between 
branding 
theories 
and 
the 
sector.


Theoretical
 perspective

Theories
 collected
 and
 reviewed
 are
 focused
 on
 three
 main
 fields
 (I)
 characteristics
 of
 the
 KIBS
 sec‐
tor
 (II)
 traditional
 (B2B)
 and
 more
 sector
 specific
 branding
 theories
 (III)
 theories
 from
 the
 strategic

management
field
to
further
the
understanding
of
branding
within
the
KIBS
sector.



Methodology

Following
 an
 Interpretivist
 Epistemological
... (More)
Aim

The 
aim 
of 
the 
thesis 
is 
to 
explore 
the 
meaning 
of 
the 
brand 
within 
the 
Knowledge 
Intensive 
Business

Service
(KIBS)
 sector, 
through 
the 
brand’s
 construction
 and 
management,
 in
 order 
to 
contribute 
with

insights 
into 
the 
interaction 
between 
branding 
theories 
and 
the 
sector.


Theoretical
 perspective

Theories
 collected
 and
 reviewed
 are
 focused
 on
 three
 main
 fields
 (I)
 characteristics
 of
 the
 KIBS
 sec‐
tor
 (II)
 traditional
 (B2B)
 and
 more
 sector
 specific
 branding
 theories
 (III)
 theories
 from
 the
 strategic

management
field
to
further
the
understanding
of
branding
within
the
KIBS
sector.



Methodology

Following
 an
 Interpretivist
 Epistemological
 and
 a
 Constructionist
 Ontological
 approach
 we
 strive
 to

gain
 better
 understanding
 of
 the
 social
 actors
 involved
 in
 constructing
 the
 brand.
 The
 qualitative

empirical
 study
 consisted
 of
 interviews
 with
 employees
 of
 two
 KIBS
 firms,
 as
 well
 as
 client
 represen‐
tatives.



Empirical
 foundation

From
 our
 empirical
 observations
 we
 describe
 how
 the
 KIBS
 sector
 characteristics
 have
 implications

on
the
brand
meaning
within
the
KIBS
sector
and
highlight
the
importance
of
those
implications.



Conclusion

From
 the
 observations
 discussed
 we
 have
 identified
 three
 main
 themes
 that
 contribute
 with
 insights

on
 characteristics
 of
 the
 KIBS
 sector
 that
 need
 to
 be
 regarded,
 and
 distinctions
 that
 need
 to
 be
 made,
when
 discussing
 the
 meaning
 of
 the
 brand
 in
 the
 sector:
 (I)
 ‘The
 power
 of
 the
 individual
 challenging
the
 power
 of
 the
 brand’,
 (II)
 ‘KIBS,
 the
 need
 to
 run
 a
 credibility
 and
 trust
 firm’,
 and
 (III)
 ‘A
 strong 
brand 
means 
strong 
evaluation 
in
the 
added '
post 
project 
pre 
re‐buy' 
step. (Less)
Please use this url to cite or link to this publication:
author
Follin, Jessica LU and Sandström, Fanny
supervisor
organization
alternative title
The meaning of the brand in a sector dependent on individuals, trust and credibility
course
FEKN90 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
Knowledge
 Intensive
 Business
 Services, Brand
 meaning, Brand
 creation, Brand
 function, Buying
 process

language
English
id
4193974
date added to LUP
2014-05-16 14:18:54
date last changed
2014-05-16 14:18:54
@misc{4193974,
  abstract     = {Aim
 
The 
aim 
of 
the 
thesis 
is 
to 
explore 
the 
meaning 
of 
the 
brand 
within 
the 
Knowledge 
Intensive 
Business
 
Service
(KIBS)
 sector, 
through 
the 
brand’s
 construction
 and 
management,
 in
 order 
to 
contribute 
with
 
insights 
into 
the 
interaction 
between 
branding 
theories 
and 
the 
sector.
 

Theoretical
 perspective
 
Theories
 collected
 and
 reviewed
 are
 focused
 on
 three
 main
 fields
 (I)
 characteristics
 of
 the
 KIBS
 sec‐ 
tor
 (II)
 traditional
 (B2B)
 and
 more
 sector
 specific
 branding
 theories
 (III)
 theories
 from
 the
 strategic
 
management
field
to
further
the
understanding
of
branding
within
the
KIBS
sector.

 

Methodology
 
Following
 an
 Interpretivist
 Epistemological
 and
 a
 Constructionist
 Ontological
 approach
 we
 strive
 to
 
gain
 better
 understanding
 of
 the
 social
 actors
 involved
 in
 constructing
 the
 brand.
 The
 qualitative
 
empirical
 study
 consisted
 of
 interviews
 with
 employees
 of
 two
 KIBS
 firms,
 as
 well
 as
 client
 represen‐ 
tatives.

 

Empirical
 foundation
 
From
 our
 empirical
 observations
 we
 describe
 how
 the
 KIBS
 sector
 characteristics
 have
 implications
 
on
the
brand
meaning
within
the
KIBS
sector
and
highlight
the
importance
of
those
implications.

 

Conclusion
 
From
 the
 observations
 discussed
 we
 have
 identified
 three
 main
 themes
 that
 contribute
 with
 insights
 
on
 characteristics
 of
 the
 KIBS
 sector
 that
 need
 to
 be
 regarded,
 and
 distinctions
 that
 need
 to
 be
 made,
when
 discussing
 the
 meaning
 of
 the
 brand
 in
 the
 sector:
 (I)
 ‘The
 power
 of
 the
 individual
 challenging
the
 power
 of
 the
 brand’,
 (II)
 ‘KIBS,
 the
 need
 to
 run
 a
 credibility
 and
 trust
 firm’,
 and
 (III)
 ‘A
 strong 
brand 
means 
strong 
evaluation 
in
the 
added '
post 
project 
pre 
re‐buy' 
step.},
  author       = {Follin, Jessica and Sandström, Fanny},
  keyword      = {Knowledge
 Intensive
 Business
 Services,Brand
 meaning,Brand
 creation,Brand
 function,Buying
 process
},
  language     = {eng},
  note         = {Student Paper},
  title        = {Branding of knowledge intensive business services},
  year         = {2013},
}