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Statoil blir Circle K

Bjurhammar, Johanna LU and Westfahl, Zacharias (2017) SKOK01 20171
Department of Strategic Communication
Abstract
Today's corporate market is characterized by tougher competition than ever be- fore. In a changing society, companies must be prepared to change and develop their brands to stay relevant. In order to meet consumer demands and expectations, companies reposition their brand. However, a company can only control the change of the brand's identity and not the brand's image, because the image is in the mind of the consumer and is made up of their own associations with, and perception of the brand. The purpose of this study is to investigate the kind of gap that may occur between brand identity and brand image after a brand repositioning.
We have chosen to carry out a qualitative case study of Statoil's name change and repositioning to the... (More)
Today's corporate market is characterized by tougher competition than ever be- fore. In a changing society, companies must be prepared to change and develop their brands to stay relevant. In order to meet consumer demands and expectations, companies reposition their brand. However, a company can only control the change of the brand's identity and not the brand's image, because the image is in the mind of the consumer and is made up of their own associations with, and perception of the brand. The purpose of this study is to investigate the kind of gap that may occur between brand identity and brand image after a brand repositioning.
We have chosen to carry out a qualitative case study of Statoil's name change and repositioning to the Circle K brand, due to Couche-Tard's acquisition of Statoil Fuel & Retail in 2012. A stated goal of their repositioning was to become a more attractive as a brand to a younger audience, and also young women. To investigate whether this has been achieved or not, we have combined qualitative with quantitative methods to collect our empirical material. The methods we used are focus groups, a telephone interview with Circle K's communications director – as well as ultimately responsible for repositioning the brand – Johan Backman, and a survey. The analysis has been based on the AC2ID Brand Identity Model. The study found that there was a gap between Circle K's desired identity, communicated identity and their conceived identity. (Less)
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author
Bjurhammar, Johanna LU and Westfahl, Zacharias
supervisor
organization
course
SKOK01 20171
year
type
M2 - Bachelor Degree
subject
keywords
Brand identity, brand image, positioning, repositioning, AC2ID, Circle K, Statoil
language
Swedish
id
8925100
date added to LUP
2017-09-22 13:17:07
date last changed
2017-09-22 13:17:07
@misc{8925100,
  abstract     = {Today's corporate market is characterized by tougher competition than ever be- fore. In a changing society, companies must be prepared to change and develop their brands to stay relevant. In order to meet consumer demands and expectations, companies reposition their brand. However, a company can only control the change of the brand's identity and not the brand's image, because the image is in the mind of the consumer and is made up of their own associations with, and perception of the brand. The purpose of this study is to investigate the kind of gap that may occur between brand identity and brand image after a brand repositioning.
We have chosen to carry out a qualitative case study of Statoil's name change and repositioning to the Circle K brand, due to Couche-Tard's acquisition of Statoil Fuel & Retail in 2012. A stated goal of their repositioning was to become a more attractive as a brand to a younger audience, and also young women. To investigate whether this has been achieved or not, we have combined qualitative with quantitative methods to collect our empirical material. The methods we used are focus groups, a telephone interview with Circle K's communications director – as well as ultimately responsible for repositioning the brand – Johan Backman, and a survey. The analysis has been based on the AC2ID Brand Identity Model. The study found that there was a gap between Circle K's desired identity, communicated identity and their conceived identity.},
  author       = {Bjurhammar, Johanna and Westfahl, Zacharias},
  keyword      = {Brand identity,brand image,positioning,repositioning,AC2ID,Circle K,Statoil},
  language     = {swe},
  note         = {Student Paper},
  title        = {Statoil blir Circle K},
  year         = {2017},
}