Abstract Level: Bachelor thesis in Business Administration/Marketing Title: Care Of Haus, "Kan Reklam. Förstår Annat". Ett Varumärke, En uppfattning? Problem: When it comes to building a strong brand it is important that their brand identity, which means how they want to be perceived coincide with how their customers sees them (Melin 1999). Purpose: The purpose of this thesis has been to find out if and how these two aspects coincide with each other. Method: To fulfill the purpose of the thesis a qualitative method of research was chosen. Several personal interviews have taken place with customers and our contact with the company in question. Robert Brodén answered questions concerning the brand identity and the interviewed customers answered questions regarding the company´s brand image. A comparison between brand identity and brand image was done to see if there was any differences and similarities between the two aspects. Conclusion: The thesis shows that there are similarities between Care Of Haus´s brand identity and brand image. The company wants to be perceived as professional and creative which is exactly as their customers perceives them. Furthermore is the width of marketing, web solutions and PR that Care Of Haus offers, something that most of the interviewed customers agrees on as the most differentiating aspect of the company. The company wants to be regarded as a well handled company, though some of the people interviewed feels like there is no follow up done after a completed campaign. Care Of Haus should consider this aspect so that their brand identity and brand image coincide with each other. Keywords: Brand, image, brand identity and brand image
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:mdh-8275 |
| Date | January 2010 |
| Creators | Nylund, Marcus, Axelsson, Johan, Selvanayagam, Dennis |
| Publisher | Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling, Mälardalens högskola, Akademin för hållbar samhälls- och teknikutveckling |
| 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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