Competition is keen in the fashion industry of today. Homogenous products and prices aredriving competition and most firms are struggling hard to attract customers. Brands havebecome one of the most important assets for success and are often critical for the choices of theconsumers. A strong brand is often considered as a substantial value in the eyes of the consumerand gives the individual firm a competitive advantage in the marketplace. To build a strongbrand it takes that the brand identity not is in conflict with the brand image of a firm or a product.Sometimes one of these conflicts exit and sometimes the firms are not even aware of it.In this thesis we study how two firms, Lindex and Prada, perceive their own image and then wecompare how the images of the firms are perceived by the customers. We have also tried toexplain why such discrepancies take place.The thesis is based on secondary data such as articles and books about the subject and primarydata in the form of carried out interviews with people representing the fashion firms Prada andLindex. We also interviewed twelve women in the age of 25 to 35. Our choice of people tointerview was guided by our ambition to understand similarities, differences and problems inthe communication between the two firms and their customer.We have applied a hermenephtic research perspective which means that we as scientist arefairly free in our interpretations of the phenomenons that we study. This suited us well in ourambition to try to understand how firms work to make their perception of their own brand notdiffer from the perception of their own brand in the eyes of their customers.The thesis was based on a deductive research approach and existing theories in the field ofbrand identity and brand image. The theory frame of references being used is to some extentalso based on a model concerning expected and perceived quality both from a customer and asupplier perspective, developed by professor C. Grönroos. A model that we modified a little bitto make it fit the purpose of our study.The result of our study clearly indicate that brand identity and the brand image of Prada aremuch more homogeneous compared to the brand identity and the brand image of Lindex. Theresult is reflecting that Prada is much more successful and consequent in its marketcommunication. We also reached the conclusion that Lindex must be more realistic and specificin its market communication and not create customer expectations that it can not live up to withits current product portfolio. We think Lindex this way creates dissatisfied and non loyalcustomers. The situation for Lindex has been a little further complicated by the fact that thefirm is going through a reposition process by its new owner since a couple of years ago. / <p>Program: Textil produktutveckling med entreprenörs- och affärsinriktning</p><p>Uppsatsnivå: C</p>
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hb-19062 |
| Date | January 2008 |
| Creators | Arvidsson, Sofie, Fägerskiöld, Sandra, Mårtensson, Theresa |
| Publisher | Högskolan i Borås, Institutionen Textilhögskolan, Högskolan i Borås, Institutionen Textilhögskolan, Högskolan i Borås, Institutionen Textilhögskolan, University of Borås/Swedish School of Textiles |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | Kandidatuppsats, |
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