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Definierade varumärken: En bildanalytisk studie av Norrlands Guld och Mariestads reklamfilmer
Linköping University, Department for Studies of Social Change and Culture, Culture, Society, Media Production. Linköping University, Faculty of Arts and Sciences.
Linköping University, Department for Studies of Social Change and Culture, Culture, Society, Media Production. Linköping University, Faculty of Arts and Sciences.
2013 (Swedish)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Defined brands : An image analytical study of Norrlands Guld and Mariestads commercials (English)
Abstract [en]

As a consumer often chooses product or service to satisfy the specific needs or desires. However, there is more often than not several brands that manufacture the same product, which means we also have to choose between these brands before we can calm our needs. This choice is usually an active decision. We choose a brand that we are familiar with, or a brand whose identity appeals to us. The brand thus has a major impact on both consumers' decision-making in connection with the purchase, but also for business success. The brand identity is an important aspect that most will affect the brand's popularity. This identity consists of name, logo, packaging, design and personality, and all the associations that consumers connect to the name itself. Due to this unique identity stands out against other brand and attract consumers.

To get an insight into how to work with clear brand images and brand identities we have analyzed two brands' commercials. We have analyzed the brands Norrlands Guld and Mariestads to investigate how brand identity is produced and what differences there are in the petitions of these.

Both Mariestads and Norrlands Guld is owned, produced, distributed and marketed by Spendrups Brygeri AB. The interesting thing to look at brands with the same owners is that brands in this context is the extra strong need to differentiate as much attention as possible to not out-compete each other.

Previous research revolves around the importance of distinct brands. Essay task was thus to exemplify how work and communication with a clear brand can look. In the final analysis the thesis presents for the various tricks that Spendrups uses to give the consumer an idea of ​​brand identity. All this is analyzed by previous research and theories of consumer culture, marketing and the role of advertising for the brand.

Abstract [sv]

Som konsument väljer man ofta en produkt eller en tjänst för att stilla att visst behov eller begär. Dock finns det allt som oftast flera olika varumärken som tillverkar samma produkt, vilket gör att vi även måste välja mellan dessa varumärken innan vi kan stilla våra behov. Detta val är oftast ett aktivt beslut. Vi väljer nämligen ett varumärke som vi är bekanta med eller ett varumärke vars identitet tilltalar oss. Varumärket har alltså en stor påverkan för både konsumenters beslutsprocess i samband med köp men också för företagens framgång. Varumärkets identitet är en viktig aspekt som i allra högsta grad kommer att påverka varumärkets popularitet. Denna identitet består av namn, logotype, förpackning, design och personlighet samt alla de associationer som konsumenten kopplar till själva namnet. Tack vare denna unika identitet urskiljer sig varumärket gentemot andra samt lockar till sig konsumenter.

För att få en inblick i hur man kan arbeta med tydliga varumärkesprofiler och varumärkesidentiteter har vi analyserat två varumärkens reklamfilmer. Vi har analyserat varumärkena Norrlands Guld och Mariestads för att undersöka hur varumärkenas identitet framställs samt vilka skillnader som finns i framställningarna av dessa.

Både Mariestads och Norrlands Guld ägs, produceras, distribueras och marknadsförs av Spendrups Bryggeri AB.  Det intressanta med att titta på varumärken med samma ägare är att varumärken i detta sammanhang är i extra stort behov av att skilja sig så mycket åt som möjligt för att inte konkurrera ut varandra.

Place, publisher, year, edition, pages
2013. , 63 p.
Keyword [en]
Brand, consumption, advertising, TV advertising, identity, brand identity, Norrland Guld, Mariestads, Spendrups, marketing
Keyword [sv]
Varumärke, konsumtion, reklam, Tv-reklam, identitet, varumärkesidentitet, Norrlands Guld, Mariestads, Spendrups, marknadsföring
National Category
Media and Communications
Identifiers
URN: urn:nbn:se:liu:diva-94025ISRN: LIU-ISAK/KSM-G--13/18--SEOAI: oai:DiVA.org:liu-94025DiVA: diva2:628884
Subject / course
Culture, Society and Media Production, C-level
Presentation
, Norrköping
Uppsok
Social and Behavioural Science, Law
Supervisors
Examiners
Projects
Ida Svensson
Available from: 2013-06-26 Created: 2013-06-14 Last updated: 2014-12-30Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
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  • Other style
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Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
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Output format
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