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Ompositionering och perception: En studie om hur ett företags nya varumärkesidentitet uppfattats av dess målgrupp
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
Linnaeus University, Faculty of Business, Economics and Design, Linnaeus School of Business and Economics.
2011 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

This thesis discusses the importance of how a target group perception change when a company has accomplished a repositioning of the brand and if this perception is equal to the identity the company wants to project. The dynamic market conditions of today and the high competition on the markets can result in out worn strategies and a repositioning of the brand might be the solution. When a repositioning strategy is implemented it is of crucial importance that the identity the company wants to project to its target group is equal to the perception of the target group. The new identity must reach the target group so that they can have the ability to perceive and understand it.

 

The purpose of the thesis is to raise the understanding of how the target group of a company perceives the brand after a repositioning and if this is equal to the identity the company wants to project. The thesis has used Oscar Jacobson as a company of example because they recently have implemented a repositioning strategy.

 

Oscar Jacobson has in their repositioning strategy defined their target group as the modern man. This has been taken into consideration by the authors when qualitative interviews in the shape of focus groups and a quantitative survey have been conducted. An informal interview with the Sales Manager of Oscar Jacobson, Johan Möller, has been conducted to understand the identity the company wants to project.

 

The result of the thesis demonstrates that the identity Oscar Jacobson wants to project is not, in overall, perceived by its target group. A reason to this might be inadequate marketing communication from the company.

Place, publisher, year, edition, pages
2011. , 60 p.
Keyword [en]
Brand, Brand uncertainty, Brand identity, Perception, Repositioning
Keyword [sv]
Varumärke, varumärksosäkerhet, varumärkesidentitet, perception, ompositionering
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-13355OAI: oai:DiVA.org:lnu-13355DiVA: diva2:428766
Subject / course
Business Administration - Marketing
Educational program
Business Administration and Economics Programme, 240 credits
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Available from: 2011-07-01 Created: 2011-07-01 Last updated: 2011-07-01Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf