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The role of advertising when building brand equity: case studies on two Swedish companies
2002 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Consumers today are showered with advertising that tries to convey why the consumer should prefer one consumer brand to another. The brand enables the company to differentiate themselves from their competitors and position themselves in the mind of the consumer, a task that is increasingly difficult, as consumers get more selective in their information perception. The vast amount of brand advertising is linked to the growing internationalization, converging market needs and wants, technical advances, improvement in communication and transportation, pressure to cut costs, and to improve quality that harden the competition. This has lead to an increased discussion concerning brands and the companies have realized the value of a well-known brand. This thesis aims to explore and describe the objectives for a company to use advertising to build a brand, the benefits that the company sees when using advertising to achieve these objectives, and how the company strategically plan the advertising. We did a qualitative multiple-case study on two consumer brands, Indiska Magasinet AB and KICKS, where we conducted telephone interviews with one respective two persons at each of the companies. We found that the companies favor advertising together with store activities when building strong brands. KICKS is generally more favorable to the benefits generated by using advertising than Indiska Magasinet AB. The most favored benefits are generated from the objective to increase brand awareness. Both companies strategically plan their advertising according to a set order and components. Both companies feel that advertising in the right medium is very favorable.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, Advertising, brand equtiy, objectives, benefits, advertising, planning
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-47883ISRN: LTU-SHU-EX--02/147--SELocal ID: 55fcaa13-d9a7-4a9a-b13f-a679ff571fb3OAI: diva2:1021213
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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