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Brand Development: an investigation from a branding agency's perspective
2000 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The aim with this thesis is to gain an understanding of how a brand is developed. My research mainly describes but also explains and explores the branding process and how a brand identity and brand personality can be developed. I have conducted case studies with two companies: Brand Management Network and Brand Consultancy. I have found it to be of great importance to make sure that the brand's current identity, image and position are clear and understood, before the brand is developed. Moreover, it is important to go through all steps in the branding process and to do them thorough. Furthermore, when developing the brand identity it is useful to look at the brand through four perspectives. Finally, when deciding which personality traits that should go into the brand personality a company should think of and describe the brand as if it was a person, an animal or a car.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law, marknadsföring, brand development, branding, brands, brand identity, brand personality
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-44024ISRN: LTU-SHU-EX--00/194--SELocal ID: 1d581da9-8bbf-45ec-8163-e63329d0e801OAI: diva2:1017298
Subject / course
Student thesis, at least 15 credits
Educational program
International Business and Economic, bachelor's level
Validerat; 20101217 (root)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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