<p>Syftet med denna studie är att identifiera styrkor och svagheter i byggandet av varumärket Asea Brown Boveri, ABB i Storvik. Det ska vidare påvisa om varumärket bör ompositioneras i kundernas sinne, och i så fall hur denna ompositionering skulle kunna åstadkommas. Studien baseras på litteraturstudier samt intervjuer med sju externa kunder och två interna medarbetare på ABB. Resultaten visar på tydliga brister i varumärket inom projektarbeten medan de inom ramen för service och reparationer har en relativt stark position på marknaden. En ompositionering av varumärket är därför nödvändig, vilket kan åstadkommas bland annat via utökade resurser och åtgärder inom marknadsföringen.</p> / <p>The purpose of this study is to identify the strenghts and weaknesses in brand building of Asea Brown Boveri, ABB in Storvik. It shall point out if the brand should be repositioned in the minds of the customers, and if so how this repositioning could be managed. The study is based upon litterature studies and interviews with seven external customers as well as two internal employees at ABB. The result clearly shows faults in the brand within projects, while as in the fields of service and maintenance they posess a relatively strong position on the market. A repositioning of the brand is thereby necessary, which can be done among other things by increased resourches and measures in marketing.</p>

Problemformulering: Vilken betydelse har marknadsföringsinriktad corporate storytelling för varumärkesuppbyggande i företag inom den svenska textil och konfektionsbranschen? Syfte: Uppsatsens syfte är att förklara vilken betydelse marknadsföringsinriktad storytelling kan ha vid varumärkesuppbyggande för företag inom textil och konfektionsbranschen. Syftet är att förklara hur storytelling, som ett verktyg, kan användas för att bygga ett starkt varumärke hos företag samt ge branschspecifika rekommendationer för hur storytelling kan användas effektivt. Metod: Studien har en kvalitativ forskningsansats med ett deduktivt angreppssätt där ett fallföretag, Fjällräven, intervjuats inom ämnet. Fallföretaget arbetar aktivt med marknadsinriktad storytelling. Teoretiskt perspektiv: Teoriavsnittet inleds med en beskrivning av varumärkesuppbyggande där varumärkesidentitet och varumärkeskapital beskrivs mer ingående. Därefter redogörs det hur storytelling används som strategiskt verktyg. Empiriskt perspektiv: I empirin redogörs den djupintervju som genomfördes med fallföretaget. Slutsats: Studien visar att storytelling har en stor betydelse för varumärkesuppbyggande inom textil- och konfektionsbranschen. / Question: What meaning have marketing concentrated corporate storytelling to brand building in companies within the Swedish textile- and garment industry? Purpose: The purpose of the study is to explain what meaning marketing concentrated storytelling could have to companies within the Swedish textile and garment industry when building a brand. The purpose is to explain how storytelling, as a tool, can be used to build a strong brand and to give business specific recommendations how to use storytelling as an effective tool. Method: Writing the paper we have used a qualitative research method where we interviewed one Swedish company, Fjällräven. The company is active using storytelling externally. Theoretical framework: We initiate the theoretical section by describing brand building and more deeply brand identity and brand equity.  The theoretical framework analyzes how storytelling can be used as a strategic tool. Empirical framework: The empirical framework presents the outcome of the interview with the case company. Conclusion: The study has shown that storytelling is a powerful and important tool in brand building within the Swedish textile- and garment industry.

Syftet med denna studie är att identifiera styrkor och svagheter i byggandet av varumärket Asea Brown Boveri, ABB i Storvik. Det ska vidare påvisa om varumärket bör ompositioneras i kundernas sinne, och i så fall hur denna ompositionering skulle kunna åstadkommas. Studien baseras på litteraturstudier samt intervjuer med sju externa kunder och två interna medarbetare på ABB. Resultaten visar på tydliga brister i varumärket inom projektarbeten medan de inom ramen för service och reparationer har en relativt stark position på marknaden. En ompositionering av varumärket är därför nödvändig, vilket kan åstadkommas bland annat via utökade resurser och åtgärder inom marknadsföringen. / The purpose of this study is to identify the strenghts and weaknesses in brand building of Asea Brown Boveri, ABB in Storvik. It shall point out if the brand should be repositioned in the minds of the customers, and if so how this repositioning could be managed. The study is based upon litterature studies and interviews with seven external customers as well as two internal employees at ABB. The result clearly shows faults in the brand within projects, while as in the fields of service and maintenance they posess a relatively strong position on the market. A repositioning of the brand is thereby necessary, which can be done among other things by increased resourches and measures in marketing.

This study intends to find out how Swedish stock photography agencies use the Internet and specifically their websites as tools for building their brands. Lately more and more specialized stock agencies are emerging and due to the digital revolution these agencies are almost solely Internet based. Thus online-branding tools and strategies are especially important in order to survive in this competitive market. Even though there are plenty of dot-com companies out there running an Internet-only stock agency is a rather new way of conducting business. Thus the author is of the opinion that there is a limited research on the subject. A qualitative research method was chosen as the research problem demanded in-depth information in order to reveal the studied area. Three stock agencies, Folio, Miro and Picturo, were sampled and in order to obtain the necessary information telephone interviews were conducted. According to existing marketing literature the theory section is built up of the three basic foundations: Brand building, the Internet and One-to-one marketing. Moreover the theory chapter in this study intends to function as a framework in the process of gaining new information about this business area. That is also the reason why the study is built up on an inductive scientific approach without testing an already existing theory model. The analysis concludes that none of the examined companies utilizes the power of the Internet and its features to a satisfying extent. Partly they do not even provide standard tools and thus creating a strong bond between the company and the customer is made difficult. The author argues that in order to become an innovative and dynamic company it is crucial to have an effective, well-designed and easy to use website. Hence it is not only important to have an esthetical appealing site but also one that provides a high level of service and one-to-one tools. To be ahead of time as well as to be sensitive for technologies on the rise is especially important for stock agencies, as they now almost solely are web-based. To sum up existing technology should be used to it’s fullest extend in order to create a professional website and strong online-brand building tools.

Abstract The purpose of this thesis was to increase the understanding of two early internationalizing firms (Born Globals) brand building efforts. By performing case studies on these companies we wished to discover similarities and differences in their marketing efforts. The companies that we studied were CTEK Sweden AB, a battery charger manufacturer and POC Sweden AB, who designs advanced protective gear for the alpine ski market. The theoretical framework was divided according to the four 4Ps (Product, Price, Promotion and Place) as previous studies had shown all four factors were important in the efforts of building a strong brand. Classical marketing mix theories have been augmented with theories on brand-building as well as international marketing to give further depth to the theory section. Interviews were conducted with key people in each company, who we believed would have good insight into the strategies that these had pursued. After analyzing our empirical data, we drew the conclusion that the companies had many similar traits when it came to their brand-building efforts. The foundation for rapid brand building was laid by having an innovative product. A standardized promotion strategy was used by both companies in all target markets. The ability to disregard lucrative short-term gains in order to secure long-term benefits for the brands was also a common trait in the building of their brands. Keywords: Brand-building, Branding Strategies, Born Globals, 4Ps

The brand building process is investigated by looking at the strategy of a small to medium-sized fashion company, Hunky Dory AB. According to the model presented in this thesis, the brand building process consists of five stages; product attributes, brand identity, positioning, marketing communication, and distribution. These stages are investigated separately to see whether standardization, adaptation, or a contingency approach is used at each stage. It is found that Hunky Dory mainly standardize, or aim to standardize, the stages in their strategic brand building process across international markets. However, adaptation is to some extent necessary or inevitable in the stages product attributes, marketing communications and distribution. The only exception is a variable in distribution, the choice of stores, which is adapted to what suits the local market. In conclusion, Hunky Dory pursue a mix of standardization and adaptation, which supports the contingency perspective.

This study aims to describe how a company behind a well-established brand in the fashion industry has strategically chosen to communicate with their target market. Interviews with four individuals in different positions within the company have generated qualitative data, which is presented and analyzed in relation to the theoretical frame of reference in this study. The results show that the company does not use conventional marketing, but relies rather on marketing based word-of-mouth generated by its customer base due to its unique store concepts. Previous research has shown that this type of marketing strategy is effective and beneficial to the brand equity, a conclusion that is demonstrated to also apply to the survey object of this study. Furthermore, it is also shown that this is largely due to the distinct and coordinated image that the company maintains through strict standardization.

Prior research acknowledges employees' crucial role in building strong service brands, yet empirical research on how to turn employees into brand champions remains scarce and has been largely approached from an internal branding perspective. Drawing on social identity and social exchange theories, this study takes a broader organizational perspective to link internal branding outcomes (employee-brand fit, brand knowledge, and belief in the brand) and employees' perceptions of organizational support to a range of employee brand-building behaviors, with organizational identification as the key mediating mechanism. Both cross-sectional and longitudinal analyses of employee data from a major retail bank reveal organizational identification as a strong motivational force for employees to become brand champions, largely mediating the effects of internal branding outcomes. When organizational identification is low, perceived organizational support (as a quality indicator of employees' exchange-based relationship with the organization) constitutes an alternative, external motivator of on-the-job brand building behaviors; when organizational identification is high, perceived organizational support boosts employees' voluntary participation in brand development and positive word-ofmouth. These findings highlight the managerial relevance of the employee-organization relationship for turning employees into brand champions and show how organizational identification can be stimulated by means of internal branding. (authors' abstract)

Technology is becoming easy to imitate day by day thus the companies involved in technology need to invest on the soft points like branding. This will give a competitive advantage over the competitors which is not possible to imitate. Thus the overall purpose of this thesis is to investigate that how a company evolved b2b selling can establish corporate brand. So three research questions were addressed: What are the major components of corporate brand building process? How to establish corporate brand image with the customer? How effective corporate communication can enhance the corporate brand? To reach the solution, Norden machinery as a case company was also studied. A theoretical framework was synthesized, based upon the different models and theories regarding the corporate brand building. The framework guided the authors through the entire research process. Our empirical findings shows a quest in Norden to develop a corporate brand and during the analysis we found that the  in some areas case company is following the components of brand building process that were described in the theoretical framework but there are some areas where the Norden has to improve as well. Thus based upon the analysis it is concluded that a company can establish a corporate brand by following the brand building components vision, culture, brand objectives, brand personality, brand essence, creating brand image and corporate communication.

Abstract Title: Brand Building – Differences between how business-to-business companies and business-to-consumer companies build their brands. Authors: Louise Lönnqvist and Sofia Stierna Supervisor: Svante Andersson Level: Master thesis, Independent project in business administration (30 credits), Spring 2014 Keywords: Brand, Brand Building, Brand Equity, Business-to-business, Business-to- consumer. Research questions: Q1: How can the brand building process differ between business-to- business companies and business-to-consumer companies? Q2: How can brand equity differ between business-to-business companies and business-to-consumer companies? Purpose: The purpose with this study is to investigate the differences between how business- to-business and business-to-consumer companies build their brands. First the differences in the brand building process are going to be investigated. Furthermore, this leads to an investigation in how brand equity differs between business-to-business companies and business-to-consumer companies. Theoretical framework: The theoretical framework starts with an explanation about what a brand is and an explanation of the differences between business-to-business companies and business-to-consumer companies. Furthermore, relevant theories about the brand building process and brand equity are discussed. Methodology: A qualitative method and abductive approach were used in order to answer the research questions. Personal interviews were conducted with three business-to-business companies and three business-to-consumer companies in order to get a view over the brand building. Empirical data: The empirical findings from the six interviews based on the theory are presented. Analysis: The analysis is based on the theoretical framework together with the empirical data. Conclusion: We have come up with the conclusion that all companies have their own brand building process and it does not matter if it is a business-to-business company or a business- to-consumer company, no major difference have been found. It is not important exactly how the brand building process looks like and which stages that are included, the key is that companies work with brand building in some way, although more studies are required in order to confirm the results. Furthermore, the two brand equity factors external brand loyalty and perceived quality are more important for business-to-business companies and the business-to-consumer prefer a combination of all the factors.