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Köpcentrum som varumärke: Fallstudie: Sturegallerian
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2015 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Title:              Shopping mall as a brand

 

Authors:        Josefin Elserth Petersson & Linda Ericson

 

Institution:    Linnaeus University, School of Business and Economics. ELNU

 

Program:       Retail and Service Management

 

Course:          Business Administration III–Bachelors Thesis in business economics 15hp

 

Supervisor:    Carina Lejonkamp (Linnaeus University, School of Business and Economics, ELNU)

 

Examiner:      Leif Rytting (Linnaeus University, School of Business and Economics, ELNU)

 

Purpose:        The purpose with this study is to examine how Sturegallerian builds a brand. We are solving this by answering three purposes, which is to analyze and clarify how Sturegallerian forms a brand identity, differentiates through positioning and achieve sustainability on the market.

 

Method:        For this study, we have chosen a qualitative method that has been characterized by an interaction between an inductive and a deductive approach. We chose this scientific method because it gave us the opportunity to examine the subject and to get a deeper understanding.

 

Conclusions: The conclusions for this thesis are that shopping malls can be perceived as a brand thanks to our case study on Sturegallerian. Brand identity has been shown as the foundation to the structure of a brand and has a substantial significance when a shopping mall creates a brand. Furthermore positioning has a meaningful part for a shopping mall for it to differentiate on the market and strengthen its brand even more. It requires a sustainable brand for a shopping mall to have the possibility to expand and create new innovations. Finally we can establish that the geographical location also can contribute to a sustainable brand but from Sturegallerian’s perspective it can become a consequence rather than an advantage.

Place, publisher, year, edition, pages
2015. , 70 p.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-43717OAI: oai:DiVA.org:lnu-43717DiVA: diva2:817717
Subject / course
Business Administration - Marketing
Educational program
Retail and Service Management Programme, 180 credits
Supervisors
Examiners
Available from: 2015-06-15 Created: 2015-06-05 Last updated: 2015-06-15Bibliographically approved

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CiteExportLink to record
Permanent link

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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
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