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The Brand Building Balancing Act: A study into the internal conflicts and processes of building brand image.
University of Borås, Swedish School of Textiles.
University of Borås, Swedish School of Textiles.
2014 (English)Independent thesis Advanced level (degree of Master (Two Years))Student thesis
Abstract [en]

Background: Based on our professional experience supported by evidence from current brand literature, we have identified an on-going struggle for fashion brands when building and communicating brand image internally. Branding is about adding value and which is directly connected to the product itself. Theories support that clear and successful branding creates trust with stakeholders and is therefore important to a company’s profitability. If branding strategies and roles are not defined internally, image become ever more unclear once ideas are to be communicated to customers in store through sales personnel and products. Purpose: The purpose of this thesis is to explore what hinders companies in the fashion retail industry from profitably and effectively building and communicating brand image internally by identifying potential conflict areas in the value chain in order to provide a tool for overcoming those obstacles. Methodology: A qualitative research method carried through as a case study was conducted containing four interviews with people in key positions at two Swedish fashion retailers. Conclusion: Conclusively we have created a model which explains where and why conflicts occur when it comes to building brand image internally. Where there is a lack of communication between departments it clearly affects the brand image. Companies need to work according to guidelines and communicate amongst departments.

Place, publisher, year, edition, pages
University of Borås/Swedish School of Textiles , 2014.
Series
Masteruppsats ; 2014.15.04
Keywords [en]
brand image, conflicts, the value chain, brand building
National Category
Design
Identifiers
URN: urn:nbn:se:hb:diva-18174Local ID: 2320/14309OAI: oai:DiVA.org:hb-18174DiVA, id: diva2:1310089
Note
Program: Master Programme in Fashion ManagementAvailable from: 2019-04-30 Created: 2019-04-30

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CiteExportLink to record
Permanent link

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Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
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