Advanced

Varumärkeskaraktären – den levande marknadsföringsstrategin

Eckerström Mörtsjö, Ida LU and van't Hooft, Gustav (2015) FEKN90 20151
Department of Business Administration
Abstract
Purpose: The purpose of this study is to investigate what the process should look like when a company chooses a brand character to personify their brand. Furthermore the purpose is to recognize the challenges and risks that should be taken into consideration when managing this strategy. The aim of this is to give marketers clear guidelines regarding the work process of how a brand character should be formed.
Methodology: This study is based on a qualitative method where a multiple case study has been executed, containing four different cases. The empirical findings have been collected through in-depth interviews and the authors’ own observations.
Theoretical perspectives: The theoretical perspectives presented in the thesis are primarily... (More)
Purpose: The purpose of this study is to investigate what the process should look like when a company chooses a brand character to personify their brand. Furthermore the purpose is to recognize the challenges and risks that should be taken into consideration when managing this strategy. The aim of this is to give marketers clear guidelines regarding the work process of how a brand character should be formed.
Methodology: This study is based on a qualitative method where a multiple case study has been executed, containing four different cases. The empirical findings have been collected through in-depth interviews and the authors’ own observations.
Theoretical perspectives: The theoretical perspectives presented in the thesis are primarily based on research about celebrity endorsement, storytelling and brand personification. Theories regarding the managerial process, marketing actors and branding have also been used.
Empirical foundation: The empirical foundation contains of 14 in-depth interviews with nine respondents; five of the interviews were follow-up interviews. The interviews were semi- structured with the purpose of receiving as much information as possible from the respondents. The authors’ own observations contributed to the empirical foundation.
Conclusion: This thesis has found that many of the successful marketing concepts are difficult to predict. After executing the study, several conclusions have been reached. Among the most important ones; corporate brands have advantages in reaching customers through their brand characters because of more avaliable communication platforms. The study has also found that thanks to brand characters, customers can feel happiness when consuming from low-budget brands, as opposed to previous theory, which has primarily made this connected to the consumption of luxury brands. Finally, the process of brand characters can be run by external sources, and is not always a result of an internal strategy surrounding a Marketing manager. (Less)
Please use this url to cite or link to this publication:
author
Eckerström Mörtsjö, Ida LU and van't Hooft, Gustav
supervisor
organization
course
FEKN90 20151
year
type
H1 - Master's Degree (One Year)
subject
keywords
Brand personification, Brand Character, Branding, Branding Strategy and Marketing strategy
language
Swedish
id
7470905
date added to LUP
2015-06-30 09:09:16
date last changed
2015-06-30 09:09:16
@misc{7470905,
  abstract     = {Purpose: The purpose of this study is to investigate what the process should look like when a company chooses a brand character to personify their brand. Furthermore the purpose is to recognize the challenges and risks that should be taken into consideration when managing this strategy. The aim of this is to give marketers clear guidelines regarding the work process of how a brand character should be formed.
Methodology: This study is based on a qualitative method where a multiple case study has been executed, containing four different cases. The empirical findings have been collected through in-depth interviews and the authors’ own observations.
Theoretical perspectives: The theoretical perspectives presented in the thesis are primarily based on research about celebrity endorsement, storytelling and brand personification. Theories regarding the managerial process, marketing actors and branding have also been used.
Empirical foundation: The empirical foundation contains of 14 in-depth interviews with nine respondents; five of the interviews were follow-up interviews. The interviews were semi- structured with the purpose of receiving as much information as possible from the respondents. The authors’ own observations contributed to the empirical foundation.
Conclusion: This thesis has found that many of the successful marketing concepts are difficult to predict. After executing the study, several conclusions have been reached. Among the most important ones; corporate brands have advantages in reaching customers through their brand characters because of more avaliable communication platforms. The study has also found that thanks to brand characters, customers can feel happiness when consuming from low-budget brands, as opposed to previous theory, which has primarily made this connected to the consumption of luxury brands. Finally, the process of brand characters can be run by external sources, and is not always a result of an internal strategy surrounding a Marketing manager.},
  author       = {Eckerström Mörtsjö, Ida and van't Hooft, Gustav},
  keyword      = {Brand personification,Brand Character,Branding,Branding Strategy and Marketing strategy},
  language     = {swe},
  note         = {Student Paper},
  title        = {Varumärkeskaraktären – den levande marknadsföringsstrategin},
  year         = {2015},
}