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The Look of a Brand: Name, Color and Shape
2013 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Companies’ use their brand in order to distinguish themselves from other companies and their products but also to reach out to the customers. The brand´s look is crucial since it affects how customers interpreted and associate the company and its products. The name, the use of color and the shape affects how the brand is recalled and recognized. The purpose with this thesis is to get a better understanding about a brand´s look. For this thesis we have used a case study with focus on four international brands. Data have been collected through interviews in form of focus groups. In the focus groups both Swedish and international students contributed in the discussion and we found similarities between the data we collected and the existing theories and literature. Some differences were found based on different cultures, specially connected to the associations between the name, color and shape. When companies design a brand, they need more knowledge about differences among different countries and their cultures. Furthermore, more research should be made on the area in order to be able to create stronger and more successful brands.

Place, publisher, year, edition, pages
Keyword [en]
Social Behaviour Law
Keyword [sv]
Samhälls-, beteendevetenskap, juridik
URN: urn:nbn:se:ltu:diva-44778Local ID: 287c5973-2b7c-4d97-ac93-b9e7832ea948OAI: diva2:1018057
Subject / course
Student thesis, at least 15 credits
Educational program
Business Administration, bachelor's level
Validerat; 20130618 (global_studentproject_submitter)Available from: 2016-10-04 Created: 2016-10-04Bibliographically approved

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Hertz, LouiseHöglander, Lisa

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