<p>The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are:</p><p>• In which ways can the customer affect the communicated image of a brand?</p><p>• To what extent can the customer influence the brand image and the perceived value?</p><p>• Who has control over the brand, the customer or the company?</p><p>For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis. We choose this qualitative approach to gain a deeper understanding and a complete picture for the studied topic. In the final chapter we present our conclusions of the study. We have found that consumers can influence and communicate the brand image in five different ways; by using the brand, through word-of-mouth, buzz, engaging in social groups and through Consumer Generated Media (CGM). Another conclusion we have drawn is that the consumer has gained more control over the information flow in the market and thereby their ability to affect the company’s marketing message has increased. The main reason for the consumers improved power is the explosion of media channels that has developed and increased through Internet. Finally we have drawn the conclusion that the brand image can be divided in to two different aspects; the personal and the general image.</p>

The purpose of this study has been to examine how customers, by interacting with each other, can communicate and create the image of a brand. We find this topic to be relevant since there are no previous studies conducted concerning the customers influence on the brand image. Our ambition has been to describe in what ways and to what extent the customer can affect and influence the brand image by communicating with other customers. To fulfill our purposed we have targeted three important questions which are: • In which ways can the customer affect the communicated image of a brand? • To what extent can the customer influence the brand image and the perceived value? • Who has control over the brand, the customer or the company? For this study we have used a qualitative approach in which we have conducted eight personal interviews with brand consultants and the editor of the magazine Dagens Media which has given us the foundation for our analysis. We choose this qualitative approach to gain a deeper understanding and a complete picture for the studied topic. In the final chapter we present our conclusions of the study. We have found that consumers can influence and communicate the brand image in five different ways; by using the brand, through word-of-mouth, buzz, engaging in social groups and through Consumer Generated Media (CGM). Another conclusion we have drawn is that the consumer has gained more control over the information flow in the market and thereby their ability to affect the company’s marketing message has increased. The main reason for the consumers improved power is the explosion of media channels that has developed and increased through Internet. Finally we have drawn the conclusion that the brand image can be divided in to two different aspects; the personal and the general image.

<p>In recent years, the successful expansions of Swedish fashion companies have mainly relied on their ability to turn fashion into brands. However, when companies grow it seems to be difficult to maintain the original brand identity as well as to establish a unique brand image in the minds of the consumers. With regard to this matter the purpose of our thesis was to investigate the brand image of Acne Jeans. Our ambition was to examine to what extent the brand image coincided with the brand identity and if brand associations differed between different consumer segments. In order to fulfil our purpose, we have conducted a questionnaire study of a sample of 130 students at Stockholm University. The findings of our study show that the brand image of Acne Jeans did not coincide with the brand identity regarding the aspects of individuality and innovativeness. We further concluded that there were several differences between the associations of those in possession of Acne apparel and those who did not own any Acne items. Finally, the associations of early adopters were investigated. The result indicated that the brand associations in this group did not deviate from the general opinion of the total sample.</p>

Systembolaget är ett statligt företag som har i uppdrag att reglera alkoholkonsumtionen i Sverige. I detta ska de informera samhället om alkoholens risker, vilket förmedlas genom deras varumärke. Vi fann ett intresse att undersöka hur konsumenterna uppfattar Systembolaget som varumärke i förhållande till detta uppdrag för att på så vis ge en förklaring till imagen, och genom detta skapa en djupare förståelse för Systembolagets varumärkesidentitet. För att ge svar åt studiens syfte är en kvalitativ fallstudie använd som metod. Vidare undersöktes konsumenternas uppfattningar genom intervjumetodik. Empirin analyserades med hjälp av en fenomenografisk ansats, vilket vidare har satts i förhållande till en analysmodell som framkom ur tidigare forskning. Det teoretiska ramverket grundar sig i de senare årens forskning som menar att konsumenterna kan ses som medskapare av varumärket. Därav är teorin anpassat i enlighet med denna forskning och centrerat kring förståelsen att konsumenternas uppfattningar, det vill säga imagen, även påverkar varumärkesidentiten. Resultatet visar på motstridigheter kring Systembolagets varumärkesimage. Respondenterna har generellt positiva upplevelser i kontakt med Systembolaget, men uppfattningarna är starkt präglade av associationer kopplade till företagets statliga uppdrag. Vi finner en stark koppling mellan de olika aspekter som ingår i vår analysmodell, vilken har till syfte att undersöka de olika delarna av imagen. Det finns ett tydligt förhållande dem emellan, och i enlighet med tidigare forskning kan vi se att de påverkar och påverkas av varandra. / Systembolaget is a state owned company with the assignment to control alcohol consumption in Sweden. As a part of this, they shall inform society about the risks of alcohol, which is mediated through their brand. We found an interest to research and analyze how consumers perceive Systembolaget as a brand in relation to this assignment, and thereby create a deeper understanding of their brand image and thus their brand identity. In order to answer the purpose of the study, we have conducted a qualitative case study. Furthermore, we have examined the consumer perceptions through an interview methodology. The empirical data were analyzed using phenomenographic methodology, which lastly has been compared to an analysis model that emerged from previous research. The theoretical framework is based on the later years of research which states that consumers can be seen as co-creators of the brand. Hence, the theory is adapted in accordance with this research and centered on the understanding that consumer perceptions, i.e. the image, also affects brand identity. The result shows inconsistencies in the brand image of Systembolaget. The respondents generally have positive experiences in contact with the brand, but the perceptions are strongly influenced by associations linked to the company's state assignment. We find a strong link between the different aspects included in our analysis model, which aims to analyze the various parts of the brand image. There is a clear coherence between the aspects, and in line with previous research, we can see that they both affect and are affected by each other.

As digitalization has evolved over the years, the need for automating procedures for faster results has become stronger. Marketing automation is a software that automates an organization’s marketing activities. Its purpose is to deliver a firm’s personalized messages to the existing and potential customers. Consequently, marketing automation is closely related to content marketing which’s main attribute is to raise brand awareness, and having a higher brand awareness can ultimately affect the buying decision. It has been discovered that there is a lack of research in the existing literature about marketing automation and more specifically in how marketing automation can affect the buying decision by raising brand awareness. Therefore, this thesis aims to examine how marketing automation affects the buying decision through brand awareness and external branding. The theory was outlined by six concepts which were marketing automation, external branding, brand communication, brand awareness, and buying decisions. These concepts led the authors to create six different hypotheses in order to find a link between them.  The data were collected through a self-completion questionnaire, therefore a quantitative study with an exploratory purpose was conducted. The results from the 118 respondents of the questionnaire suggest that marketing automation influences the organizational buying decision by enhancing brand awareness. Moreover, marketing automation has a positive impact on external branding which also has a positive effect on the buying decision. Concludingly, this suggests that marketing automation does positively affect the B2B buying decision through brand awareness and external branding.

<p>Bakgrund</p><p>Företags varumärkeskommunikation står idag inför stora förändringar. Det finns allt fler varumärkesinnehavare som vill kommunicera sina varumärken till konsumenter, vilka i sin tur lever i ett överkommunicerat samhälle. Detta har gjort att de inte tar till sig budskapen i samma utsträckning längre. Samtidigt har konsumenterna även flyttat en stor del av sin uppmärksamhet och tid från traditionella medier till bland annat interaktiva spel. Varumärkesinnehavarnas jakt efter nya kommunikationsvägar och konsumenternas intresse för interaktiva spel har därför legat till grund för uppsatsens syfte.</p><p>Syfte</p><p>Studiens syfte är att utreda interaktiva spels potential till att vara kommunikationskanal för varumärken samt undersöka vilken syn varumärkesinnehavarna bör ha på varumärket vid upplevelsebaserad kommunikation i interaktiva spel.</p><p>Genomförande</p><p>Uppsatsen är genomförd som en kvalitativ studie med en induktiv ansats. Den empiriska studien är uppbyggd kring intervjuer med individer som har kunskaper inom varumärken, spelutveckling samt konsumentbeteende.</p><p>Resultat</p><p>Studien visar att interaktiva spel möjliggör att konsumenten kan interagera med det kommunicerade varumärket och därmed erhålla en upplevelse av hur verklig konsumtion av varumärket är. Dessutom tyder denna studie på att varumärket i ett interaktivt spel måste integreras på ett sätt som gör att det fyller en funktion i spelet. För att konsumentens förtroende till varumärket ska bibehållas bör produktegenskaperna inte ligga allt för långt från verklig konsumtion. Det är även betydelsefullt att det kommunicerade varumärkets värderingar stämmer överens med spelets kontext vid varumärkets exponeringstillfälle. Då interaktiva spel genererar en unik upplevelse för konsumenten resulterar detta i att bilden av det kommunicerade varumärket kan skilja sig åt mellan olika individer. Vår studie visar dock på att då konsumenten interagerar med varumärket och blir medskapare av detta indoktrineras även bilden av varumärket djupare, och en starkare relation mellan konsument och varumärke kan skapas.</p> / <p>Background</p><p>Brand communication is facing extensive changes. This is because the numbers of communicated brands on the market are constantly increasing. This abundance of communication has resulted in consumers who are much more selective in what messages they listen to. The consumers are furthermore devoting a greater part of their time and attention to newer medias, such as interactive games. The brand owners’ need for new ways of communication in combination with the consumers’ interest for interactive games has generated this thesis’ purpose.</p><p>Objective</p><p>The objective of this thesis is to investigate interactive games’ potential as a brand communication channel and also to study what view brand owners ought to possess towards their brand.</p><p>Method</p><p>The thesis is an inductive, qualitative study. The empirical material originates from interviews with individuals within three different competences; branding, game development and consumer behaviour.</p><p>Result</p><p>The study shows that interactive games provide an environment where the consumer can interact with the communicated brand, and thereby obtain an experience of real consumption of the brand. Furthermore this thesis states that it is desirable that the communicated brand are integrated in the game in a way that it is serving a purpose. To keep the consumers’ trust for the brand it is essential that the communicated characteristics are not exaggerated in a too large extend. Furthermore, it is important that the communicated brand’s values are coherent with the game’s context at the time of the brand’s exposure. Interactive games generate a unique experience for the consumer, and the perception of the communicated brand can therefore vary between different individuals. This study also shows that when the consumer interacts with a brand, and thereby becomes a co-producer of its values, the image of it are indoctrinated deeper in the consumer’s mind and a stronger relationship between the consumer and the brand can be created.</p>

In recent years, the successful expansions of Swedish fashion companies have mainly relied on their ability to turn fashion into brands. However, when companies grow it seems to be difficult to maintain the original brand identity as well as to establish a unique brand image in the minds of the consumers. With regard to this matter the purpose of our thesis was to investigate the brand image of Acne Jeans. Our ambition was to examine to what extent the brand image coincided with the brand identity and if brand associations differed between different consumer segments. In order to fulfil our purpose, we have conducted a questionnaire study of a sample of 130 students at Stockholm University. The findings of our study show that the brand image of Acne Jeans did not coincide with the brand identity regarding the aspects of individuality and innovativeness. We further concluded that there were several differences between the associations of those in possession of Acne apparel and those who did not own any Acne items. Finally, the associations of early adopters were investigated. The result indicated that the brand associations in this group did not deviate from the general opinion of the total sample.

Bakgrund Företags varumärkeskommunikation står idag inför stora förändringar. Det finns allt fler varumärkesinnehavare som vill kommunicera sina varumärken till konsumenter, vilka i sin tur lever i ett överkommunicerat samhälle. Detta har gjort att de inte tar till sig budskapen i samma utsträckning längre. Samtidigt har konsumenterna även flyttat en stor del av sin uppmärksamhet och tid från traditionella medier till bland annat interaktiva spel. Varumärkesinnehavarnas jakt efter nya kommunikationsvägar och konsumenternas intresse för interaktiva spel har därför legat till grund för uppsatsens syfte. Syfte Studiens syfte är att utreda interaktiva spels potential till att vara kommunikationskanal för varumärken samt undersöka vilken syn varumärkesinnehavarna bör ha på varumärket vid upplevelsebaserad kommunikation i interaktiva spel. Genomförande Uppsatsen är genomförd som en kvalitativ studie med en induktiv ansats. Den empiriska studien är uppbyggd kring intervjuer med individer som har kunskaper inom varumärken, spelutveckling samt konsumentbeteende. Resultat Studien visar att interaktiva spel möjliggör att konsumenten kan interagera med det kommunicerade varumärket och därmed erhålla en upplevelse av hur verklig konsumtion av varumärket är. Dessutom tyder denna studie på att varumärket i ett interaktivt spel måste integreras på ett sätt som gör att det fyller en funktion i spelet. För att konsumentens förtroende till varumärket ska bibehållas bör produktegenskaperna inte ligga allt för långt från verklig konsumtion. Det är även betydelsefullt att det kommunicerade varumärkets värderingar stämmer överens med spelets kontext vid varumärkets exponeringstillfälle. Då interaktiva spel genererar en unik upplevelse för konsumenten resulterar detta i att bilden av det kommunicerade varumärket kan skilja sig åt mellan olika individer. Vår studie visar dock på att då konsumenten interagerar med varumärket och blir medskapare av detta indoktrineras även bilden av varumärket djupare, och en starkare relation mellan konsument och varumärke kan skapas. / Background Brand communication is facing extensive changes. This is because the numbers of communicated brands on the market are constantly increasing. This abundance of communication has resulted in consumers who are much more selective in what messages they listen to. The consumers are furthermore devoting a greater part of their time and attention to newer medias, such as interactive games. The brand owners’ need for new ways of communication in combination with the consumers’ interest for interactive games has generated this thesis’ purpose. Objective The objective of this thesis is to investigate interactive games’ potential as a brand communication channel and also to study what view brand owners ought to possess towards their brand. Method The thesis is an inductive, qualitative study. The empirical material originates from interviews with individuals within three different competences; branding, game development and consumer behaviour. Result The study shows that interactive games provide an environment where the consumer can interact with the communicated brand, and thereby obtain an experience of real consumption of the brand. Furthermore this thesis states that it is desirable that the communicated brand are integrated in the game in a way that it is serving a purpose. To keep the consumers’ trust for the brand it is essential that the communicated characteristics are not exaggerated in a too large extend. Furthermore, it is important that the communicated brand’s values are coherent with the game’s context at the time of the brand’s exposure. Interactive games generate a unique experience for the consumer, and the perception of the communicated brand can therefore vary between different individuals. This study also shows that when the consumer interacts with a brand, and thereby becomes a co-producer of its values, the image of it are indoctrinated deeper in the consumer’s mind and a stronger relationship between the consumer and the brand can be created.

As customer segments age and technologies advance, many brands realize that they have to do something in order to survive and appeal to younger consumers. Oscar Jacobson, a brand that has existed since 1903, had experienced decreasing sales due to an aging customer base. A rebranding process was started when ownership of the company was shifted. The rebranding resulted in a renewed assortment, new concepts, ways of working with brand communication and adopting new communication tools. The purpose of this study is to examine what reasons underlie a company’s decision to rebrand, what strategies they use to do so, as well as further understanding how a new image from rebranding is communicated to customers. Research and analysis has been conducted on how internal values can be communicated externally, and how a brand can rebrand whilst keeping their heritage. The study focused on the case study company, in our case Oscar Jacobson, where facts and opinions regarding the rebranding process have been collected from the company’s management. To conclude the study, we found that when rebranding, brand elements that are weighing down the company need to be eliminated and focus should be shifted to modernizing these elements. For Oscar Jacobson, internal brand elements such as assortment needed to be evolved and changes need to mediate to the market through cohesiveness in all communication channels in order to transmit the right message to the customers. The design of the study is a case study, empirical material has been collected through qualitative semi-structured interviews with representatives within management positions of Oscar Jacobson. In the theoretical framework, different concepts regarding the subjects of branding, rebranding and brand communication have been discussed, in order to help us understand the concepts and to present and analyze the findings as accurate as possible. / I och med en åldrande kundgrupp och mer avancerade teknologier på marknaden, tvingades många varumärken ändra på delar av varumärket för att hålla märket vid liv och för att vara iögonfallande för en yngre målgrupp. Oscar Jacobson har existerat sedan 1903, men i början av 2000-talet minskade försäljningen på grund av en åldrande kundgrupp. En omstrukturering startade efter att företaget sålts till ett investmentbolag. Omstruktureringen har resulterat i nya koncept inom företaget samt nya sätt att arbeta med kommunikationen om varumärket, nya kanaler och att erbjuda nya och fler produkter i sortimentet. Syftet med studien är att undersöka vilka orsaker som ligger till grunden av att starta en omstrukturering och vilka strategier man använder för att tillämpa förändringarna. Detta kommer studeras utifrån ett företagsperspektiv med en fokusering på företag som vill omstruktureras men ändå behålla delar av sina arv. Forskning och analys har även gjorts på hur interna värden kommuniceras till omvärlden när omstruktureringen är genomförd. Studien har tillämpats på ett fallföretag, i vårt fall Oscar Jacobson, där fakta och åsikter om omstruktureringsprocessen samlats in ur företagets perspektiv. Som sammanfattning av resultaten har vi kommit fram till att när ett företag omstrukturerar sig är det viktigt att eliminera de gamla faktorer i varumärket som inte längre är till någon nytta och håller tillbaka varumärkets nya image. Istället ska fokus ligga på att utvecklas och röra sig framåt. Interna komponenter som t.ex. sortiment måste utvecklas och förändringar behövs förmedlas till marknaden genom en röd tråd i marknadsföringskanaler för att sända rätt budskap till kunderna. Studien är utförd som en fallstudie och kvalitativa semistrukturerade intervjuer har gjorts på representanter på chefspositioner inom Oscar Jacobson. I det teoretiska ramverket diskuteras olika begrepp inom märkesprofilering, varumärkes rekonstruktion och varumärkeskommunikation i syfte att ge en grund till oss och till läsaren. I detta avsnitt presenteras också olika teorier från tidigare forskning som diskuteras utifrån forskningsresultatet i analyskapitlet.

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