Abstract Title: Brand communication – An analyze of Borka and BayIcons communicative labor in relations with WJOS. (Varumärkeskommunikation – En analys av Borka och BayIcons kommunikativa arbete i relation till WJOS) Number of pages: 53 (55 including enclosures) Author: Johan Larsson Tutor: Göran Svensson Course: Media and Communications Studies C Period: Second term / autumn 2007 University: Division of Media and Communication, Department of Information Science, Uppsala University Purpose/aim: The purpose of this essay is to study how two small Swedish clothing companies, Borka and BayIcon, manage their brand communication. Brand communication includes work with target groups, brands, media and finally communication in a bigger perspective. The clothing companies are compared and analyzed thru a perspective of an advertising agency. Material/method: This essay uses two case studies with qualitative research interviews as methods. The material is combined by three interviews, one with Borka, one with BayIcon and one with WJOS. Main result: Borka uses newspaper adverts, fairs and sponsoring as their mixture of mediums. BayIcon uses web pages, events and sponsoring. The events, fairs and sponsoring are arranged under the definition arrangements and it is the richest form of communication because it gives the opportunity of a dialog. The dialog is a good way to get in touch with the customers. Both Borka and BayIcon use a strategic way of working with communication, which emphasizes that communication is created in a dialog between the customer and the company. The biggest difference between WJOS and Borka and BayIcon is that the clothing companies work more with what they think is right and less with strategies. Keywords: brand, communication, target groups, events, strategic communication, dialog, advertising.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:uu-9168 |
| Date | January 2008 |
| Creators | Larsson, Johan |
| Publisher | Uppsala universitet, Medier och kommunikation, Uppsala : 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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