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Varumärkesidentitet i tjänsteföretag: strävan efter ett gemensamt ledmotiv
Linköping University, Department of Management and Economics.
Linköping University, Department of Management and Economics.
2002 (Swedish)Independent thesis Advanced level (degree of Magister)Student thesisAlternative title
Brand Identity in the Service Industry (English)
Abstract [en]

Background: Literature regarding brand identity within the service industry is relatively under developed. As a result one theory is used for both the service and product brands, even though there is a significant difference between a product and a service. As a result of this, the brand identity within the service industry has consequences.

Purpose: The purpose of this thesis is to contribute to the brand identity within the service industry. This is done by focusing on how and why this work is done. Accomplishment: Empirical data have been gathered through interviews with relevant people.

Result: The fundamentals of a brand identity are the same within the service industry as the product industry. The foundation for both industries is to stipulate the identity by recognizing the values which makes the company unique and competitive. The employees within these companies are a major part of the brand identity as they are the ones to influence it the most. Up to this statement current theories are accurate but when it comes to the correspondence between brand identity and corporate culture there aren’t enough theoretical support to find. In order to come a step further integration of organization theory and marketing is required.

Place, publisher, year, edition, pages
Ekonomiska institutionen , 2002. , 90 p.
Series
Master Thesis in Business Administration (Magisteruppsats från Ekonomprogrammet), 2002:14
Keyword [en]
Business and economics, Brand, Brand Identity, Service, Tomicic
Keyword [sv]
Ekonomi
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:liu:diva-1248OAI: oai:DiVA.org:liu-1248DiVA: diva2:18565
Uppsok
samhälle/juridik
Available from: 2002-06-11 Created: 2002-06-11

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • oxford
  • 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