Endre søk
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf
The Brand Building Balancing Act: A study into the internal conflicts and processes of building brand image.
Högskolan i Borås, Institutionen Textilhögskolan.
Högskolan i Borås, Institutionen Textilhögskolan.
2014 (engelsk)Independent thesis Advanced level (degree of Master (Two Years))Oppgave
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.

sted, utgiver, år, opplag, sider
University of Borås/Swedish School of Textiles , 2014.
Serie
Masteruppsats ; 2014.15.04
Emneord [en]
brand image, conflicts, the value chain, brand building
HSV kategori
Identifikatorer
URN: urn:nbn:se:hb:diva-18174Lokal ID: 2320/14309OAI: oai:DiVA.org:hb-18174DiVA, id: diva2:1310089
Merknad
Program: Master Programme in Fashion ManagementTilgjengelig fra: 2019-04-30 Laget: 2019-04-30

Open Access i DiVA

fulltekst(611 kB)15 nedlastinger
Filinformasjon
Fil FULLTEXT01.pdfFilstørrelse 611 kBChecksum SHA-512
54b69a92d5d3fb92d0125ae579cb462e54523a4ee53ce57263ce0c0c42c53ec13477f40515a81d0b1f085e2a7b6269a454d6d744486b0efe35a52e60c3c9b937
Type fulltextMimetype application/pdf

Av organisasjonen

Søk utenfor DiVA

GoogleGoogle Scholar
Totalt: 15 nedlastinger
Antall nedlastinger er summen av alle nedlastinger av alle fulltekster. Det kan for eksempel være tidligere versjoner som er ikke lenger tilgjengelige

urn-nbn

Altmetric

urn-nbn
Totalt: 12 treff
RefereraExporteraLink to record
Permanent link

Direct link
Referera
Referensformat
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Annet format
Fler format
Språk
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Annet språk
Fler språk
Utmatningsformat
  • html
  • text
  • asciidoc
  • rtf