liu.seSearch for publications in DiVA
Change search
ReferencesLink to record
Permanent link

Direct link
Ompositionering av varumärken: en strategisk fråga
Linköping University, Department of Management and Economics.
Linköping University, Department of Management and Economics.
2003 (Swedish)Independent thesis Advanced level (degree of Magister)Student thesisAlternative title
Repositioning brands : a strategic issue (English)
Abstract [en]

Background: Brand strategy tends to become an important management issue. It is therefore interesting to reach a greater understanding about how companies work to make their existing brands stronger. The purpose of a brand is to influence the customers’ view of the brand image. The literature is insufficient concerning how leaders handle the process of repositioning a brand, in order to change the brand image.

Purpose: The purpose of this thesis is to, from a management perspective; describe how the process of repositioning a brand continues. The aim is also to describe which aspects within the brand that are changing. Also, our aim is to identify the underlying causes of repositioning a brand. The main focus of the thesis is, however, the first two research questions.

Research method: We have conducted 16 personal interviews with representatives of Volvo, Indiska, Scan Foods, Bageri Skogaholm, Coop, Arla Foods, Carlsberg Sverige and Lindex. We also conducted interviews with the advertising agencies that the companies work with.

Results: Repositioning a brand is a time-consuming process that involves the whole company. The process constitutes a certain pattern, formed as different steps. The process contains changes in the brand identity and/or changes in the communication. Generally, the process characterizes recruitment of new competence to handle brand issues.

Place, publisher, year, edition, pages
Ekonomiska institutionen , 2003. , 194 p.
Master Thesis in Business Administration (Magisteruppsats från Ekonomprogrammet), 2003:23
Keyword [en]
Business and economics, Brands, repositioning, strategy, brand identity
Keyword [sv]
National Category
Economics and Business
URN: urn:nbn:se:liu:diva-1840OAI: diva2:19166
Available from: 2003-06-17 Created: 2003-06-17

Open Access in DiVA

fulltext(1121 kB)1799 downloads
File information
File name FULLTEXT01.pdfFile size 1121 kBChecksum SHA-1
Type fulltextMimetype application/pdf

By organisation
Department of Management and Economics
Economics and Business

Search outside of DiVA

GoogleGoogle Scholar
Total: 1799 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 1280 hits
ReferencesLink to record
Permanent link

Direct link