Varumärkesutvidgning i gråzon
(2020) SKDK11 20201Department of Strategic Communication
- Abstract (Swedish)
- Studien syftar till att undersöka uppkomsten av fenomenet alkoholfri reklam. Bakgrunden visar på att stora varumärken satsar stora summor på sin alkoholfria marknadsföring men statistiken visar på att försäljningen av de alkoholfria alternativen inte motsvarar investeringarna. Studiens forskningsfrågor intresserar således sig av budskapen i den alkoholfria reklamen, utformningen av dessa och dess eventuella effekt på det övergripande varumärket. För studiens urval väljs tre alkoholfria reklamfilmer ut vilka producerats av de tre mest sålda varumärken på systembolaget: Norrlands Guld, Mariestad och Falcon. Studiens metod består av en semiotisk analys baserat på Barthes (2009) teori vilken kompletteras av varumärkesteorier samt Christensen... (More)
- Studien syftar till att undersöka uppkomsten av fenomenet alkoholfri reklam. Bakgrunden visar på att stora varumärken satsar stora summor på sin alkoholfria marknadsföring men statistiken visar på att försäljningen av de alkoholfria alternativen inte motsvarar investeringarna. Studiens forskningsfrågor intresserar således sig av budskapen i den alkoholfria reklamen, utformningen av dessa och dess eventuella effekt på det övergripande varumärket. För studiens urval väljs tre alkoholfria reklamfilmer ut vilka producerats av de tre mest sålda varumärken på systembolaget: Norrlands Guld, Mariestad och Falcon. Studiens metod består av en semiotisk analys baserat på Barthes (2009) teori vilken kompletteras av varumärkesteorier samt Christensen och Askegaards (2001) teorier om identitet och image. I analysen studeras de alkoholhaltiga och alkoholfria tecknen, dess kontext och de kulturella myter budskapen anspelade på. Resultatet visade att de undersökta varumärkena varierade i hur tydligt de kommunicerade att produkten var alkoholfri där Norrlands Guld var otydliga, Falcon var tydliga och Mariestad var markanta med hur det budskapet förmedlades. Vidare presenteras insikten att då det alkohaltiga och alkoholfria sortimentet är starkt kopplade med varandra, genom kärnvarumärket, så är det oundvikligt att den alkoholfria reklamen inte ska leda associationer till det alkoholhaltiga sortimentet. (Less)
- Abstract
- The study aims to investigate the emergence of the phenomenon of non-alcoholic advertising. The background shows that large brands have invested a lot of money in their non-alcoholic marketing through the years, but the statistics show that the sale of the non-alcoholic alternatives does not correspond to the investments done by the brands. The study's research questions are thus interested in the messages of non-alcoholic advertising, their design and its possible effect on the overall brand. For the empirical material, three non-alcoholic video advertisements are selected which have been produced by each of the three best selling brands at systembolaget: Norrlands Guld, Mariestad and Falcon. The study method consists of a semiotic... (More)
- The study aims to investigate the emergence of the phenomenon of non-alcoholic advertising. The background shows that large brands have invested a lot of money in their non-alcoholic marketing through the years, but the statistics show that the sale of the non-alcoholic alternatives does not correspond to the investments done by the brands. The study's research questions are thus interested in the messages of non-alcoholic advertising, their design and its possible effect on the overall brand. For the empirical material, three non-alcoholic video advertisements are selected which have been produced by each of the three best selling brands at systembolaget: Norrlands Guld, Mariestad and Falcon. The study method consists of a semiotic analysis based on Barthe's (2009) theory which is supplemented by general brand theories and Christensen and Askegaard (2001) theories of identity and image. The analysis studies the alcoholic and non-alcoholic signs, its context and the cultural myths the messages alluded to. The results showed that the investigated brands varied in how clearly they conveyed that the products where non-alcoholic where Norrlands Guld was unclear, Falcon was apparent and Mariestad was pronounced in how that message was conveyed. Furthermore the following insight is presented: since the alcoholic and non-alcoholic assortments are strongly linked to each other, through the core brand, it is inevitable that the non-alcoholic advertising will not lead associations to the alcoholic assortment. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9031048
- author
- Larsson, Niklas LU and Sobolev, Gleb
- supervisor
- organization
- course
- SKDK11 20201
- year
- 2020
- type
- M2 - Bachelor Degree
- subject
- keywords
- Strategisk kommunikation, varumärkeskommunikation, Varumärkesutvidgning, företagsidentitet, Alibi marketing, alternativa marknadsföringsstrategier, marknadsföring reglerad marknad, alkohollagen, Norrlands Guld, Falcon, Mariestad, alkoholfritt, öl.
- language
- Swedish
- id
- 9031048
- date added to LUP
- 2020-10-22 14:06:15
- date last changed
- 2020-10-22 14:06:22
@misc{9031048,
abstract = {{The study aims to investigate the emergence of the phenomenon of non-alcoholic advertising. The background shows that large brands have invested a lot of money in their non-alcoholic marketing through the years, but the statistics show that the sale of the non-alcoholic alternatives does not correspond to the investments done by the brands. The study's research questions are thus interested in the messages of non-alcoholic advertising, their design and its possible effect on the overall brand. For the empirical material, three non-alcoholic video advertisements are selected which have been produced by each of the three best selling brands at systembolaget: Norrlands Guld, Mariestad and Falcon. The study method consists of a semiotic analysis based on Barthe's (2009) theory which is supplemented by general brand theories and Christensen and Askegaard (2001) theories of identity and image. The analysis studies the alcoholic and non-alcoholic signs, its context and the cultural myths the messages alluded to. The results showed that the investigated brands varied in how clearly they conveyed that the products where non-alcoholic where Norrlands Guld was unclear, Falcon was apparent and Mariestad was pronounced in how that message was conveyed. Furthermore the following insight is presented: since the alcoholic and non-alcoholic assortments are strongly linked to each other, through the core brand, it is inevitable that the non-alcoholic advertising will not lead associations to the alcoholic assortment.}},
author = {{Larsson, Niklas and Sobolev, Gleb}},
language = {{swe}},
note = {{Student Paper}},
title = {{Varumärkesutvidgning i gråzon}},
year = {{2020}},
}