The purpose with this essay was to examine and bring a deeper comprehension about brands as a phenomenon. We also wanted to study if strong brands could develop in to strategic competition means and by that expand their market range. To do this we used a qualitative method. We started by gathering a theoretical basis. This gave us a platform, which helped us learn more about the subject, brands. To gather empiric material we carried out personal meetings through qualitative interviews. We interviewed six persons who all had a connection to brands and brand building. The persons we interviewed worked within their branch with building strong brands. Therefore they had expert knowledge and gave us researchers a new way of thinking about brands as a phenomenon. At the end of this essay the reader of this paper will have a stronger knowledge and understanding about brands and which factors that influences them.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:hik-280 |
| Date | January 2008 |
| Creators | Simonsson, Lina, Andersson, Daniel |
| Publisher | Högskolan i Kalmar, Handelshögskolan BBS, Högskolan i Kalmar, Handelshögskolan BBS, Handelshögskolan BBS |
| 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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