The purpose of this study is to examine how a new startup-company are using visual communication on the social media platform Instagram to build a brand identity. The study is based on a case study about the beverage company Swedish Tonic and how they use Instagram to brand themselves and demonstrate their identity. The research question from which the study is based on is: How do Swedish Tonic use Instagram as a tool for building their brand identity? To help answer this question three question formulations has been applied. The studies theoretical framework consists of three theories. The first one is Images and information in cultures of consumption by Martin Hand, the second one is The Rossiter and Percy grid by John. R Rossiter and Larry Percy and the third one is called The Aaker model by David Aaker. The study contains three methods which is a qualitative interview, a quantitative survey and a semiotic image analysis. The interview was performed with the CFO and founder of Swedish Tonic Viktor Eriksson and was the base for all the empirical data. The results of the study announce that Swedish Tonic use Instagram in purpose to brand and identify themselves through visual communication. The focus is mainly on the product as it appears in almost every image but in different environments and contexts that are trendy and modern. This show a new way of product focus where the product together vid the brand identity represents who Swedish Tonic is as an organisation. The result also clarify that consumers' perception of the company is well-matched with how Swedish tonic wants to be perceived.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-341007 |
| Date | January 2018 |
| Creators | Sandman, Felicia, Hagberg, Märta |
| Publisher | Uppsala universitet, Medier och kommunikation, Uppsala universitet, Medier och kommunikation |
| 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 |
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