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Autentisk kommunikation: En kvalitativ studie om fem modeföretags strategiska varumärkesarbete

Totev, Emelie LU and Berg, Fredrica LU (2015) SKDK02 20151
Department of Strategic Communication
Abstract (Swedish)
Autentisk kommunikation- en kvalitativ studie om fem modeföretags
strategiska varumärkesarbete
Forskningsfältet strategisk kommunikation och digitala medier har legat till grund
för denna studie. Studien ämnar öka förståelsen för hur nystartade företag i modebranschen
arbetar strategiskt med kommunikation för att stärka sitt varumärke.
Studien är utförd genom ett sändarperspektiv för att undersöka hur den
höga konkurrensen i branschen påverkar de intervjuade företagens strategiska arbete.
Insamlingsmetoden bestod av kvalitativa intervjuer samt en virtuell observation
på Facebook, som sedan analyserats genom tematisering. Analysen visar
att samtliga undersökta företag anser att arbeta strategiskt med kommunikation är
fördelaktigt... (More)
Autentisk kommunikation- en kvalitativ studie om fem modeföretags
strategiska varumärkesarbete
Forskningsfältet strategisk kommunikation och digitala medier har legat till grund
för denna studie. Studien ämnar öka förståelsen för hur nystartade företag i modebranschen
arbetar strategiskt med kommunikation för att stärka sitt varumärke.
Studien är utförd genom ett sändarperspektiv för att undersöka hur den
höga konkurrensen i branschen påverkar de intervjuade företagens strategiska arbete.
Insamlingsmetoden bestod av kvalitativa intervjuer samt en virtuell observation
på Facebook, som sedan analyserats genom tematisering. Analysen visar
att samtliga undersökta företag anser att arbeta strategiskt med kommunikation är
fördelaktigt på en konkurrenskraftig marknad, då det inte är endast produkten som
spelar roll idag, utan även kommunikationen. Vidare ansåg företagen att arbeta
strategiskt med kommunikation gynnar att tänka utanför ramarna och bidrar till en
personifierad och autentisk kommunikation. Trots att företagen var medvetna om
fördelarna med att arbeta strategiskt med kommunikation, gjorde inte alla detta.
Vidare ansåg de intervjuade företagen att användningen av Facebook som kommunikativ
plattform är ett måste för att generera lojalitet och bygga relationer på
en konkurrenskraftig marknad. Dock hade företagen delade uppfattningar om
plattformen, och därför även olika arbetssätt. (Less)
Abstract
Authentic communication- a qualitative study about the strategic
brand communication work of five fashion companies
The combined research fields; strategic communication and digital media combined
make up the foundation for this study. This study intends to increase understanding
of how newly established companies within the fashion industry are
working with strategic communication to build and further strengthen their existing
brand. The study is conducted through a brand-perspective, in order to research
how the competitive fashion industry factor's in to the interviewed companies
strategic work. The data collection consisted of qualitative interviews and a
virtual observation study on Facebook, that further on was analyzed... (More)
Authentic communication- a qualitative study about the strategic
brand communication work of five fashion companies
The combined research fields; strategic communication and digital media combined
make up the foundation for this study. This study intends to increase understanding
of how newly established companies within the fashion industry are
working with strategic communication to build and further strengthen their existing
brand. The study is conducted through a brand-perspective, in order to research
how the competitive fashion industry factor's in to the interviewed companies
strategic work. The data collection consisted of qualitative interviews and a
virtual observation study on Facebook, that further on was analyzed through
themes. The analysis show that all interviewed companies believed that working
strategically with their communication is beneficial in a highly competitive market,
because today the companies have to rely on efficient communication to carry
their products to the end-consumer. Further on the companies believed that working
strategically with communication has been proven favorable when it comes to
thinking outside the box, and to contributes to a more personalized, refined and
disguised communication. Even though they understood the advantage of working
with strategic communication, not all of the interviewees where aware that they
where actually doing just that. Further on the interviewed companies agreed that
the use of Facebook as a communicative platform to generate loyalty and build
consumer-relationships is crucial in order to stay relevant in a cut through market
segment. However the companies had shared opinions about the platform, and
therefor a variation in work strategies. (Less)
Please use this url to cite or link to this publication:
author
Totev, Emelie LU and Berg, Fredrica LU
supervisor
organization
alternative title
Authentic communication- a qualitative study about the strategic brand communication work of five fashion companies
course
SKDK02 20151
year
type
M2 - Bachelor Degree
subject
keywords
Strategi, Varumärkesbyggande, Strategisk Kommunikation, Marknadskommunikation, Varumärkesprofil, Differentiering, Relationsskapande, Sociala medier, Autenticitet.
language
Swedish
id
8465906
date added to LUP
2016-02-18 14:59:04
date last changed
2016-02-18 14:59:04
@misc{8465906,
  abstract     = {Authentic communication- a qualitative study about the strategic
brand communication work of five fashion companies
The combined research fields; strategic communication and digital media combined
make up the foundation for this study. This study intends to increase understanding
of how newly established companies within the fashion industry are
working with strategic communication to build and further strengthen their existing
brand. The study is conducted through a brand-perspective, in order to research
how the competitive fashion industry factor's in to the interviewed companies
strategic work. The data collection consisted of qualitative interviews and a
virtual observation study on Facebook, that further on was analyzed through
themes. The analysis show that all interviewed companies believed that working
strategically with their communication is beneficial in a highly competitive market,
because today the companies have to rely on efficient communication to carry
their products to the end-consumer. Further on the companies believed that working
strategically with communication has been proven favorable when it comes to
thinking outside the box, and to contributes to a more personalized, refined and
disguised communication. Even though they understood the advantage of working
with strategic communication, not all of the interviewees where aware that they
where actually doing just that. Further on the interviewed companies agreed that
the use of Facebook as a communicative platform to generate loyalty and build
consumer-relationships is crucial in order to stay relevant in a cut through market
segment. However the companies had shared opinions about the platform, and
therefor a variation in work strategies.},
  author       = {Totev, Emelie and Berg, Fredrica},
  keyword      = {Strategi,Varumärkesbyggande,Strategisk Kommunikation,Marknadskommunikation,Varumärkesprofil,Differentiering,Relationsskapande,Sociala medier,Autenticitet.},
  language     = {swe},
  note         = {Student Paper},
  title        = {Autentisk kommunikation: En kvalitativ studie om fem modeföretags strategiska varumärkesarbete},
  year         = {2015},
}